Behaviour Change and its Impact on
Delivering LCSs
LCS Workshop
Tokyo 13 – 15 Feb 2008

Questions

Lead speakers

Expert Group 1• Group chairs: Yuichi Moriguchi (NIES, Japan) andJeremy Watson (Arup, UK). Rapporateur: SteveCornelius• Keynote speakers:• Day1: Charles Secrett, Special Advisor (Sustainability) The
Mayor's Office/Visit London• Day2: Yuichi Moriguchi, Director of research center formaterial cycles and waste management, NIES

• Experts: Naoki Matsuo (Climate Expert), Carbon Offset, Jun Fujimoto (TokyoUniversity), Shigeru Hikone (Arup Japan), Mariko Hanada (Osaka SangyoUniversity), Masaru Ohara/Toshiko Chiba (Tokyo Metropolitan), Ichiro Ozawa(Waseda Univ.), Keisuke Matsuhashi (NIES), Ho Chin Shion (Malaysia), Murari Lal(India), Narita Shibaike (Panasonic, Japan), Teruaki Masumoto (TEPCO, Japan),Yasuo Takahashi (MOEJ), Jim Skea (UK ERC)

Key issues to be covered• What are the main levers in behaviour change, what barriers need
to be removed?
• What roles exist for different actors i.e. individuals, business,Governments etc?
• What is the role of policy, including regulations and setting
standards, for behaviour change?
• How can the consumption patterns of the developed countries canbe tackled in the context of behaviour change?

Projected UK energy consumption

Source: Technology Strategy Board, DIUS UKGrowth in UK electricity demand

Source: Technology Strategy Board, DIUS UKUK electricity supply margins to 2020

Source: Technology Strategy Board, DIUS UKProjected increase in CO2 emissions to 2030

Source IEA
Source: Technology Strategy Board, DIUS UK

Global surface temperature rise

Source: Technology Strategy Board, DIUS UKProjected increase in greenhouse gas emissions
to 2030

IEA
Source: Technology Strategy Board, DIUS UK

Facts and challenges• Global primary energy demand will rise by 53%, leading to a 55%
increase in global carbon dioxide emissions related to energy.
• Fossil fuels will remain the dominant source of energy worldwide,
meeting 83% of the increase in energy demand.
• Emissions from power generation will account for 44% of global
energy-related emissions by 2030, as demand for electricity rises.
• Coal will provide the largest incremental source of power
generation, with the majority of this increase likely to be in China(55%).
• Over 70% of the increase in global primary energy demand will
come from developing countries, reflecting rapid economic andpopulation growth.
• Some $20 trillion of investment will be needed throughout theenergy supply chain.
Source: Technology Strategy Board, DIUS UK

Notes: Tanaka Business School, Imperial College• What motivates consumers to take up green technologies andservices?
• Green electricity tariffs - perceived barriers• social norms are weak
• institutional support is weak
• information is not widely available• Consumer uptake of green innovations through study of consumerbehaviours/daily practices• How do consumer behaviours & lifestyles change in relation tosustainable technologies/services (re. energy/water use,carbon/waste reduction)• Future study will look at a zero-carbon housing development inEast London and investigate how residents’ consumption
behaviours will change as a result of living in such an innovative
housing estate with many sustainable features
Source: Ritsuko Ozaki, Imperial College London

Notes: Leeds University Business School (LBS)• There is very little literature on the behavioural aspects of energy
use especially in the workplace, also surprisingly little on domesticuse.
• There are earlier experiences on attempts to change behaviours
and ‘role models’ for how it can be attempted, e.g., drink driving,
drug use, smoking, etc.
• Much literature on the links between attitudes and behaviours• Much literature on non-compliant behaviour, e.g., in the context ofhealth and safety• It would be interesting to find out if there are cultural differences
between countries

Source: Chris Clegg, Leeds University Business School

Strategies for behaviour change (LBS)• Offer information and feedback – use personal, local targets• Enforce changes, e.g., through legislation – change thebehaviours and then the attitudes will follow• Offer incentives or penalties – make the effort worth it• Make it part of our personal identity, using views of oneself,social comparisons, role models• Use adoption models – early adopters, etc, i.e., draw onmarketing knowledge and typologies• Use social contagion ideas (the tipping point logic)

Source: Chris Clegg, Leeds University Business School

Addressing resistance to adoption (LBS)• Examples:• “I won’t reduce my water use until London Water repairs all theleaks”• “No-one will tell me how to behave in my own life/ home/ territory”• Avoid LCS initiatives being seen as government, party orpolitical issues. Many people are cynical of governments andpoliticians. Need to raise issue above daily politics and tax
debates• Avoid initiatives being identified with the green (‘tree hugging’)
fraternity because it makes it so easy for so many to reject• Deploy people and organisations with alignment with LCS
principles• Target the young who are likely to become zealots (ashappened with smoking bans), but also other groups who mayscore high on social responsibility (e.g. the over 60s)
Source: Chris Clegg, Leeds University Business School

Balancing the effectors of Behaviour

Socialresponsibility

Behaviour
ChangeRegulation

Technology

Balancing the effectors of Behaviour• Media• Peer pressure• ‘Acceptable behaviour’Socialresponsibility• Building regulations• Carbon credits• Legislation• Taxation

Regulation

Behaviour
Change• Masterplanning• Systems thinking• Loss minimisation• Generation• Monitoring & control

Design &Technology

Lead speakers: 13th Feb• Morning• Yasuo Takahashi (MOEJ): Japan’s LCS policy• Jun Fujimoto (Tokyo University): ICT and Lifestyle• Masaru Ohara (Tokyo Metropolitan): Tokyo Minus Carbonproject• Afternoon• Murari Lai (India): New Delhi plan
• Ichiro Ozawa (Waseda University): Urban Planning in Chiyoda
District• Ho Chin Shion (Malaysia): Urban Planning in Johor District

Questions
Using voting system

Your activities towards LCS are limited by?
1) Lack of strong will
2) Insufficient social infrastrucure3) Expensive costs4) Lack of information

LCS Lifestyle will spread among people through?
1) Diffusion of information on climate impact
2) Changes in the education system
3) Re-structuring of social infrastructure4) Establishing market mechanisms

Creating initiatives
1) Does government need to help through regulation?
2) Are you confident that technology has the answers for
Low Carbon Societies?
3) Do you have good business reasons to work towards
Low Carbon Societies?