Saving energy isn’t just about keeping bills down. A new analysis of 100 existing studies across 42 countries shows that people with positive attitudes to the environment, or who want what they do at home to make a difference to society, are more likely to save energy.
This finding is in line with leading psychological models of behaviour, which show there is often a relationship between what we feel and what we do.
But these models, and the evidence about who is more likely to turn off the lights and save energy, also show very clearly that there is often an “attitude-behaviour gap” – what we know we should do doesn’t always translate into action.
Anyone who has tried to lose weight or quit smoking will be very aware of this. Like health behaviour, environmental actions also suffer from this gap: while most people worry about climate change, far fewer take sufficient action.
This is because it is not only attitudes that predict behaviour, but the social, economic and physical context in which we act. In fact for many people, these factors exert a stronger influence on what we do than internal factors such as attitudes.
Cost and convenience matter
Cost, convenience and societal conventions are all strong influences on our actions. This helps to explain changes in how much homes are heated (due to central heating being more widespread), or use of hot water.
Many older people remember a weekly bath being the norm in their childhoods. Yet today, daily showers are more typical – partly because many more houses have showers now. Unsurprisingly, cost is also a driver of behaviour: more people will invest in energy-saving technology when energy prices are high than when they’re low.
Similarly, the new study shows that knowledge of environmental impact has a limited effect on energy-saving behaviour. For example, we have found that environmental awareness has little influence on whether people fly for work. In our 2020 study of academic travel, the people flying the most were climate change professors – who certainly knew that aviation is a contributor to climate change.
This gap between knowledge and action exists for the same reason as the attitude-behaviour gap: namely, our behaviour is influenced by wider factors than what we feel or know. A person whose job requires air travel is likely to fly for work even when they are aware of the environmental harm.
Neighbours are influential
The new study also finds that people save more energy if they think others expect them to – showing that social norms are a powerful influence on our behaviour.
Recent work similarly shows that social factors strongly shape people’s decision to buy a heat pump – one of the most effective energy-saving actions. Having a friend or neighbour with a heat pump means you hear about its benefits and how to buy it, and are more likely to believe it is a good idea than just hearing about it through secondhand sources (such as news reports).
At least as important, though, is making energy-saving actions cheap and convenient. So policies to reduce costs of energy technologies or insulation, and which ensure skilled installers are available, are critical. Saving energy is more often motivated by financial than environmental concerns – so price is a particularly powerful lever.
The new study also finds links between energy-saving and other green behaviour, such as recycling or using public transport. Research suggests that similar actions often relate. For instance, people who save energy are more likely to save water – often because these actions flow from a “green identity”: a sense of being an environmentally interested person.
But these links are not very strong, and become weaker across more diverse actions – for example, avoiding car use and saving energy at home – because the external factors that shape these choices are very different. So, living in a rural area might preclude reducing car use, while saving energy might be possible.
Ultimately, promoting energy-saving behaviour means creating the right conditions for people to act.
While information and motivation are crucial, meaningful and sustained change depends on making the greener option affordable, convenient – and just normal. If policies and environments support energy-saving choices, large-scale behaviour change (and progress towards climate and energy goals) becomes far more achievable.
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