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(Continuation of the project: Concepts for the Mobilization and Implementation of Increased Energy Conservation and Climate Protection Activities on a Community Level)
Disciplines: Energy Economics, Social Psychology, Environmental and Energy Policy, Energy Technology.
Report (4/96 - 3/97)
Objective:
Based on successful projects and programmes for private households, the causes and possible solutions for the contradiction between the necessity for action with regard to environment and climate and deficiencies in social and energy policy implementation were examined. Fundamental psychological, sociological and legal causes were included as well as relevant aspects at the level of policy makers, administration, manufacturers, trade and building owners. From the analysis recommendations for the development of instruments and strategies were derived concerning the systematic dismantling of the main deficiency of action on the side of private households as well as administrations and industry.
Method:
In the first phase of the project, an interdisciplinary theoretical working model was set up as the basis upon which an analysis and interview framework were developed to analyze the successful examples. The structure of the analysis framework is oriented on the social marketing system. Using the framework, the examples were analysed on the one hand by evaluating available publications about these cases as well as evaluations or other written material (reports, brochures etc.). On the other hand, data were collected in interviews with the persons involved at the various levels of planning and implementation of the selected projects.
Results:
The results of the investigation show general patterns among the important factors of successful implementation, which are given here in an abridged version. With regard to the readiness to implement energy conservation programmes, the motive of environmental protection has an important function. However, this does not seem to be the only decisive factor or even the predominant one. The persons interviewed from the municipalities also mention e.g. the attractiveness for residents and status advantages in the competition between towns (tourism, health resort) as motives for implementing energy conservation programmes. Additional motives are also important for the groups for which the topic "energy conservation" does not possess enough appeal. Craft businesses, for example, are more likely to be motivated via long-term customer links and by the development of new business fields, e.g. the heat supply market, which has a promising future. In addition, the initiative and readiness to take risks of individual persons seem fundamental for the decision to start a programme. The initiators we met during the course of our investigations, were usually personalities characterized by commitment, persuasiveness and often an official influence.
In the conception and implementation phases, it was shown that the concrete form of the programme should provide bundles of actions complementary to the observed bundles of motives. With regard to the internal organization, small, powerful central teams seem to be advantageous. At the same time, the issue of climate protection should be supported by as many persons as possible who have responsibility, e.g. on a community level by embedding climate protection as a cross-sectional function within the administration. A widely structured cooperation with the surroundings also seems to be an important success factor which the programmes examined had in common. For this to occur, the partners should be integrated at an early stage into the programme's concept. The choice of partners should be based on content and include local people. Craft businesses, energy supply companies and schools are repeatedly referred to as important partners for cooperation. Including multiplicators has proven useful in public relations work. In this area of activating citizens, there was a strongly expressed need for know-how.
In the evaluation and assessment of experience, the measure of success and responses from the participants are given a unanimously high position. The formulation of measurable interim goals at the beginning of the programme has proven important as the basis of an efficient programme control. The programme concept should be flexible enough to allow "learning by doing". The topics "cooperation and participation" as well as "motivation" have proven significant for success in all the phases of implementation and in all the example cases regarded. At the same time, these are also the issues where problems are seen even in the "success stories" referred to in our study and where the need for support is claimed. The patterns which are able to be generalized form the starting-point for a broader transferability of the results gained and can be translated into concrete policy recommendations.
Prospect:
The results of evaluating the example cases confirm that the significance of psycho-social viewpoints are often not sufficiently taken into account. It seems sensible, therefore, to support the participants in developing flexible, target-group specific bundles of measures which are adapted to local specificities. In the continuation of the project the insights gained up to now are to be examined, refined and transferred into concrete organizational recommendations within the frame of concrete climate protection processes on a community level in close cooperation with the relevant participants on the spot. The implementation of already existing or planned projects is to be accompanied and evaluated and, where necessary, contributions made to new project ideas as well as to strategies of increased activation of target groups. The social marketing system will be employed here. Finally, general mobilization and implementation concepts and recommendations for policy are to be derived from the results.
Documentation
Publications:
Ostertag, K.; Hübner, G.; Schulz, St.; Gruber, E.; Prose, F.; Hennicke, P. (1997): Was macht Energiesparprogramme erfolgreich? - Eine interdisziplinäre Analyse. Contribution as part of the Symposium "Umweltverantwortliches Handeln (acting in an environmentally responsible way)", 4-6 September 1996 in Bern. To be published (expected July 1997)
Project-related lectures:
Prose, F.: Soziopsychologische Ansätz zur Verminderung des motorisierten Individualverkehrs. Lecture during the Congress "Neue Wege in die Umweltpolitik (new directions in environmental policy)", IZT, February 1997 Berlin
Ostertag, K.: Was macht Energiesparprogramme erfolgreich? - Eine Interdisziplinäre Analyse. Lecture at the Symposium "Umweltverantwortliches Handeln", 4-6 September 1996 in Bern.
People:
Project team members:
Dr. Andreas Homburg, Psychologist (IfP)
Edelgard Gruber, Sociologist (ISI)
Katrin Ostertag, Economist (ISI)
Dr. Kora Kristof, Economist (WI)
Wolfgang Irrek, Economist (WI)
Addresses:
Professor P. Hennicke
Wuppertal Institut für Klima, Umwelt, Energie
Döppersberg 19, D - 42103 Wuppertal
Contact: Dr. Kora Kristof
Tel.: 0202 / 2492-183; Fax: 0202 / 2492-198
e-mail: KORA_KRISTOF.WI@WUPPERINST:ORG
Dr. E. Jochem
Fraunhofer Institute for Systems and Innovation Research
Breslauerstr. 48, D - 76139 Karlsruhe
Contact: Katrin Ostertag
Tel.: 0721 / 6809-116, Fax: 0721 / 6809-272
e-mail: os@isi.fhg.de
Dr. F. Prose
Institut für Psychologie, Christian-Albrechts-Universität zu Kiel
Olshausenstr. 40, D - 24098 Kiel
Contact: Dr. Andreas Homburg
Tel.: 0431 / 880-2686, Fax: 0431 / 880-1559
e-mail: klima@psychologie.uni-kiel.de
The aim of this project, therefore, is to develop strategies which can be applied by the relevant participants on location to start or to intensify climate protection processes. The research project`s approach is to regard climate protection and energy conservation activities as learning and innovation processes on an individual and social level. An interdisciplinary approach was selected in order to be able to deal with the complexity of this application-oriented objective.
In the first, already completed, phase, by analysing "best practice" examples, factors were deduced which facilitate the initiation and implementation of energy conservation and climate protection programmes. With the help of case studies, among others, pilot programmes on the market introduction of renewable energies, initiatives of ecological building and impulse programmes of further training in rational energy use were examined. Oriented on a theoretical analysis framework, data were collected from review of documents and interviews with participants of the example cases (mayors/mayoresses, residents of ecologically built housing, managers of municipal utilities and engineering offices etc.). Phase-specific and generally relevant factors of success were derived from these data. Factors which can be assigned a general central significance for the success of energy conservation and climate protection programmes are the cooperation, participation and the motivation of the participants involved. This observation highlights the fact that the exploitation of energy conservation potentials is a psycho-social problem as well.
Against the background of the results from the first project phase, in the second phase of the research project, we are currently actively taking part in the design of community or regional climate protection processes in cooperation with local participants. The selection of the community as the level of intervention is particularly sensible as participative processes, direct communication and flexible experimentation with new concepts are possible here.
The underlying methodological procedure contains fundamental elements of action/behavior research. In this way, effective possibilities of change should be developed and wherever possible implemented already during the research process. The researchers are thus also involved as interaction partners in concrete social processes of action. The cooperation with local participants is of central importance in this research approach. The following techniques are applied during our proceedings:
1. activating/involving: workshops, working groups, setting up networks, competitions, communication media.
2. Observing/inquiry: on-the-spot analyses, participating observation, topic-centred, semi-structured interviews, questionnaires.
3. Analysis methods: qualitative and quantitative.
4. Methods of evaluation: process and summative evaluation.
Prospect
The tasks of the second phase can be summarised as follows:
1. Community climate protection activities are observed and intensified in case studies in three German towns or regions.
2. Using the experiences gained here and in the course of participant surveys, the previously determined factors of success with regard to community action will be checked, extended or made more precise.
3. Based on this, the success factors will be developed in the direction of generalisable mobilisation/implementation concepts for climate protection on a community level.
4. Finally, recommendations and services are to be worked out for the policy decision makers and other local participants in climate protection on a community level.
After completion of this second phase, it should be possible to present scientifically founded and practice-relevant strategies to promote social learning and innovation processes in the field of energy conservation and climate protection on a community level.
Documentation
Publications (1997/1998):
Homburg, A. & Prose, F. (1997). Selected social psychological contributions to climate protection processes on the community level. N. Russel, H. Byron, A. Dixon, J. Richardson (Eds.), Technology, the Environment and Us. Proceedings of the Sixth IRNES Conference (S.159-164). London: Imperial College, Graduate School of the Environment.
Homburg, A. & Prose, F. (1998): Sozialpsychologische Strategien zur Intensivierung von Klimaschutzprozessen auf kommunaler Ebene. uni kiel, 1/98, 7-8.
Homburg, A.; Prose, F. & Koopmann J.-P. (1998). Frische Brise für den Klimaschutz. Ideenwettbewerb im Kieler Rathaus. Klima-BündnisRundbrief Nr. 18, 17.
Irrek, Wolfgang (1997): Damit Klimaschutz praktisch wird...müssen bei der Umsetzung psychosoziale Gesichtspunkte ausreichend berücksichtigt werden. Zeitung für kommunale Wirtschaft 12/97, 6.
ISI [Fraunhofer-Institut für Systemtechnik und Innovationsforschung], PK/IfP [Projekt Klimaschutz/Institut für Psychologie der Christian Albrechts-Universität zu Kiel], WI [Wuppertal Institut für Klima Umwelt Energie] (1997): Interdisziplinäre Analyse der Umsetzungschancen einer Energiespar- und Klimaschutzpolitik. Hemmende und fördernde Bedingungen der rationellen Energienutzung für private Haushalte und ihr Akteursumfeld aus ökonomischer und sozialpsychologischer Perspektive. Forschungsbericht. Karlsruhe, Kiel, Wuppertal.
Ostertag, Katrin et al (1998): Erfolgreich Energiesparen mit privaten Haushalten. Energiewirtschaftliche Tagesfragen (im Erscheinen).
Prose, F. & Homburg, A. (1997). Implementing energy efficiency measures from a psychological point of view. Proceedings of the International Conference "Energy Efficiency in Public and Municipal Buildings", July 9-11, 1997. Graz (Austria).
Conference and Congress Contributions (1997/1998):
Hennicke, Peter: Klimapolitik: Globales Problem - Lokale Herausforderung. Vortrag auf der Erfahrungsbörse "Energie-Tische als Element des kommunalen Klimaschutzes", 21.-23. Nov. 1997, Internationales Institut für Politik und Wirtschaft, Hamburg.
Homburg, Andreas: Regionale Umsetzung der Klimaschutzaktion nordlicht. Aufbauakademie IV/97 des Förderwerks der Hanns-Seidel-Stiftung e.V., 10.08.1997, Wildbad Kreuth.
Homburg, Andreas: Selected social psychological contributions to climate protection processes on the community level. Sixth IRNES Conference, Imperial College, 22.-23.091997, London.
Homburg, Andreas: Selbst Autofahren ist heilbar. Fachtagung "Verkehrswende zur Jahrtausendwende? Leitbilder für eine zukunftsfähige Mobilität" Evangelische Akademie Nordelbien, Alfred Toepfer Akademie für Naturschutz, 24.-26.10.1997, Bad Segeberg.
Homburg, Andreas: Regionale Vernetzung zur Förderung lokaler Beteiligung am Klimaschutz. Tagung: "Vom runden Tisch zur Zukunfstkonferenz - Moderne Beteiligungsverfahren im Umweltschutz". Akademie für Natur und Umwelt des Landes Schleswig-Holstein, Stiftung Mitarbeit, 11.03-12.03.1998, Kiel.
Ostertag, Katrin: Erfolgsfaktoren im kommunalen Klimaschutz. Klima-Bündnis Workshop "Planung, Erfolgsbedingungen und Erfolgskontrolle kommunaler Klimaschutzprogramme", Frankfurt a. M., 12.-13. Mai 1997.
Präsentation des Projekts auf Stellwänden im Rahmen der Internationalen Tagung "Reflexive Demokratie, 25 Jahre Planungszelle", 9.-10. Okt. 1997, Bergische Universität/Gesamthochschule Wuppertal.
Prose, Friedemann: Implementing energy efficiency measures from a psychological point of view. International Conference "Energy Efficiency in Public and Municipal Buildings", EU Programme ECOS Ouverture, Session 5: Information, Awareness, July 9-11, 1997, Graz (Austria).
Staff Members:
Ulla Böde2, Thomas Frahm2, Edelgard Gruber2, Andreas Homburg3, Wolfgang Irrek1, Kora Kristof1, Katrin Ostertag2,
1 Wuppertal Institute for Climate Environment Energy GmbH, 2 Fraunhofer Institute for Systems and Innovation Research, 3 Institute for Psychology at the Christian-Albrechts-University, Kiel
Thematic Work Group:
Multidisciplinary Approaches to Change Behavior
Project Addresses:
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Prof. Dr. P. Hennicke Dr.-Ing. E. Jochem PD Dr. Friedemann Prose
Wuppertal Institute for Fraunhofer Institute for Projekt Klimaschutz
Climate Environment Systems and Innovation Institute for Psychology at
Energy GmbH Research the Christian-Albrechts-Uni
Döppersberg 19 Breslauerstr. 48 versity
D-42103 Wuppertal D-76139 Karlsruhe Olshausenstraáe 40
Kontakt: Wolfgang Irrek Kontakt: D-24098 Kiel
Tel.: 0202 / 2492-164 Fax: Edelgard Gruber Tel: 0431 / 880-2974
0202 / 2492-198 Tel.: 0721 / 6809 - 159 Fax: Kontakt:
e-mail: 0721 / 6809-272 Dr. Andreas Homburg
doktoranden_energie_ e-mail: eg@isi.fhg.de http:// Tel.: 0431 / 880-2685
voelklinger@wupper www.isi.fhg.de Fax: 0431 / 880-1559
inst.org, e-mail: klima@psycholo
http://www.wupperinst.org gie.uni-kiel.de
http://www.psycholo
gie.uni-kiel.de/nordlicht/
klima_hp.htm
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These and other questions were examined by the project team of the Fraunhofer Institute ISI, the Wuppertal Institute and the University of Kiel in an interdisciplinary research project. The team's main aim was to identify the most important characteristics of energy conservation and climate protection activities at local community level, thus enhancing the understanding and the realisation of climate protection processes.
In the first phase of the project, by analysing examples of `best practice', information was gathered about factors that facilitate the initiation and implementation of energy conservation and climate protection programmes. Data collection - following a theoretical analysis framework - was based on documentary analyses and on interviews with players involved in various examples of activities (mayors, residents of ecological housing estates, managers of municipal utilities and engineering offices, etc.).
In the second phase of the research project, building on the knowledge of these success factors, community and regional climate protection processes were actively designed in co-operation with local participants. The methodological procedures incorporated important elements from the action/behaviour research.
The results of the empirical survey show that climate protection at a community level can be understood as a social learning and innovation process. This process is strengthened by communication, co-operation and participation with the aim of inducing networking between the various participants: active players are brought together in new activities, and new players are motivated. Activities initiated in this way can also give fresh impetus to community policy and administration. The networking arising from communication, co-operation and participation is in fact essential for the broad diffusion of energy conservation and climate protection measures which is needed to attain the set climate protection targets.
Three central process parameters emerged in the course of research:
Homburg, A.; Prose, F. (1997). Selected social psychological contributions to climate protection processes on the community level. N. Russel, H. Byron, A. Dixon, J. Richardson (Eds.), Technology, the Environment and Us. Proceedings of the Sixth IRNES Conference (S.159-164). London: Imperial College, Graduate School of the Environment.
Homburg, A.; Prose, F. (1998): Sozialpsychologische Strategien zur Intensivierung von Klimaschutzprozessen auf kommunaler Ebene. uni kiel, 1/98, 7-8.
Homburg, A.; Prose, F.; Koopmann J.-P. (1998). Frische Brise für den Klimaschutz. Ideenwettbewerb im Kieler Rathaus. Klima-BündnisRundbrief Nr. 18, 17.
Homburg, A. et al (1999): Klimaschutz als Lernprozess auf kommunaler Ebene. Ansätze zur Reduktion des motorisierten Individualverkehrs in einer Kleinstadt. Umweltpsychologie 3, 2, 32-47
Irrek, W. (1997): Damit Klimaschutz praktisch wird...müssen bei der Umsetzung psychosoziale Gesichtspunkte ausreichend berücksichtigt werden. Zeitung für kommunale Wirtschaft 12/97, 6
ISI [Fraunhofer-Institut für Systemtechnik und Innovationsforschung], PK/IfP [Projekt Klimaschutz/Institut für Psychologie der Christian Albrechts-Universität zu Kiel], WI [Wuppertal Institut für Klima Umwelt Energie] (1997): Interdisziplinäre Analyse der Umsetzungschancen einer Energiespar- und Klimaschutzpolitik. Hemmende und fördernde Bedingungen der rationellen Energienutzung für private Haushalte und ihr Akteursumfeld aus ökonomischer und sozialpsychologischer Perspektive. Forschungsbericht. Karlsruhe, Kiel, Wuppertal. Download: http://www.nordlicht.uni-kiel.de/dfg1.htm.
ISI [Fraunhofer-Institut für Systemtechnik und Innovationsforschung], PK/IfP [Projekt Klimaschutz/Institut für Psychologie der Christian Albrechts-Universität zu Kiel], WI [Wuppertal Institut für Klima Umwelt Energie] (1999): Mobilisierungs- und Umsetzungskonzepte für verstärkte kommunale Energiespar- und Klimaschutzaktivitäten. Forschungsbericht. Karlsruhe, Kiel, Wuppertal. Download: http://www.nordlicht.uni-kiel.de/publik/dfgII/titel.htm.
Ostertag, K.;Gruber, E. (1995): Bounded Rationality - Can it bridge the Gap between Qualitative Thinking and Quantitative Energy Modelling?, in: Introduction of Cultural and Institutional Factors into Energy Modelling, Event Report E44, International Academy of the Environment, Genf
Ostertag, K. et al (1998): Erfolgreich Energiesparen mit privaten Haushalten. Energiewirtschaftliche Tagesfragen. 48, 4, 220-224.
Prose, F.; Homburg, A. (1997). Implementing energy efficiency measures from a psychological point of view. Proceedings of the International Conference "Energy Efficiency in Public and Municipal Buildings", July 9-11, 1997. Graz (Austria).
Prose, F.; Hübner, G. (1996): Soziales Marketing für den Klimaschutz, in: Altner, G. et al. (Hrsg.): Jahrbuch Ökologie 1996, München, 285-290
Prose, F.; Hübner, G. (1996): Organisation des Klimaschutzes auf kommunaler Ebene, in: Timp, D.W.; Günther, R. (Hrsg.): Umweltpsychologische Berichte aus Forschung und Praxis des BDP Bundesausschuß Umweltpsychologie, 3, 105-113
Homburg, A.: Selected social psychological contributions to climate protection processes on the community level. Sixth IRNES Conference, Imperial College, 22.-23.09.1997, London.
Homburg, A.: Regionale Vernetzung zur Förderung lokaler Beteiligung am Klimaschutz. Tagung: "Vom runden Tisch zur Zukunftskonferenz - Moderne Beteiligungsverfahren im Umweltschutz". Akademie für Natur und Umwelt des Landes Schleswig-Holstein, Stiftung Mitarbeit, 11.03-12.03.1998, Kiel.
Ostertag, K.: Was macht Energiesparprogramme erfolgreich? - Eine Interdisziplinäre Analyse. Vortrag im Rahmen des Symposiums ,Umweltverantwortliches Handeln", 4.-6. September 1996 in Bern.
Ostertag, K.: Erfolgsfaktoren im kommunalen Klimaschutz. Klima-Bündnis Workshop "Planung, Erfolgsbedingungen und Erfolgskontrolle kommunaler Klimaschutzprogramme", Frankfurt a. M., 12.-13. Mai 1997.
Prose, F.: The ,Nordlicht Campaign" - Social Marketing with a View to Traffic Reduction. Fachtagung ,Erfolgsfälle städtischen Klimaschutzes in Europa" im Rahmen des 2. internationalen Klimagipfels 1995, Berlin
Prose, F.: Implementing energy efficiency measures from a psychological point of view. International Conference "Energy Efficiency in Public and Municipal Buildings", EU Programme ECOS Ouverture, Session 5: Information, Awareness, July 9-11, 1997, Graz (Austria).
URL
Prof. Dr.-Ing. E. Jochem,
URL
PD Dr. Friedemann Prose,
URL
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