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No need to save : tailoring energy advice services to medium- and high-income households in an urban environment

  • Consumption by private households in various areas of demand - housing, mobility, nutrition, services and products - contributes to around 10 % of total emissions in Germany. Of this, higher-income households are responsible for a disproportionate share. At the same time, many households often lack the knowledge, time, or motivation to deal with their own energy-relevant and climate-impacting behaviours. In this context, energy advice services play an important role for raising awareness, activating consumers and imparting knowledge about available options for action. However, conventional energy advice services are mostly limited to the topics of building and appliance energy efficiency - especially for middle- and high-income households -Consumption by private households in various areas of demand - housing, mobility, nutrition, services and products - contributes to around 10 % of total emissions in Germany. Of this, higher-income households are responsible for a disproportionate share. At the same time, many households often lack the knowledge, time, or motivation to deal with their own energy-relevant and climate-impacting behaviours. In this context, energy advice services play an important role for raising awareness, activating consumers and imparting knowledge about available options for action. However, conventional energy advice services are mostly limited to the topics of building and appliance energy efficiency - especially for middle- and high-income households - without considering private consumption behaviour and the related social practices as a whole. In practice, there has been little differentiation to date in addressing target groups in a way that takes into account different lifestyles and realities and the underlying values and motivations in a pluralistic society. The present paper presents a methodological approach to develop targeted energy advice approaches in urban environments that are oriented towards the motivations of different types of households with medium and high incomes. It proposes a three-step approach consisting of 1) a microdata-based population analysis to identify and categorize target subgroups, 2) an inventory of existing advice offers with regard to their coverage and approach and 3) a gap analysis based on the results of the preceding steps. Applied to a large city in Germany, the analysis finds that gaps are rarely found with regard to communicated facts but rather the way in which information is conveyed. Accordingly, recommendations relate to more effectively use windows of opportunity and framing of measures to match target group motivations.show moreshow less

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Metadaten
Document Type:Conference Object
Author:Florin Vondung, Anja Bierwirth
URN (citable link):https://nbn-resolving.org/urn:nbn:de:bsz:wup4-opus-78460
Publisher:European Council for an Energy Efficient Economy
Place of publication:Stockholm
Year of Publication:2021
Language:English
Source Title (English):A new reality : ECEEE 2021 Summer Study ; 7-11 June 2021, digital event ; proceedings
First Page:257
Last Page:266
Divisions:Energie-, Verkehrs- und Klimapolitik
Dewey Decimal Classification:300 Sozialwissenschaften
Licence:License LogoIn Copyright - Urheberrechtlich geschützt