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The effect of life events on Everyday Consumption Patterns

The effect of life events on Everyday Consumption Patterns. Martina Schäfer, Melanie Jaeger Center for Technology and Society Technische Universität Berlin Transpose Conference, November 2009. Research project „Life events“.

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The effect of life events on Everyday Consumption Patterns

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  1. The effect of life events on Everyday Consumption Patterns Martina Schäfer, Melanie Jaeger Center for Technology and Society Technische Universität Berlin Transpose Conference, November 2009

  2. Research project „Life events“ • Project: “Life eventsaswindowsofopportunityforchangetowardssustainableconsumptionpatterns“ • Duration: March 2008 – February 2011 • Cooperationbetween • Characteristics: • Interdisciplinarity (sociological & psychologicaltheory) • Transdisciplinarity (collaborationwithexternalpartners: enterprises, NGOs andinstitutions) • Triangulation (quantitative and qualitative methods)

  3. Scopeofthe Project Birthoffirstchild Relocation Dialoguemarketingcampaign D a i l y h a b i t s • Nutrition • regional/ saisonal products • organicproducts • lessmeat, morefruits/ vegatables • Mobility • reductionof • private caruse • increaseofgoingbypublic trans-port, bikeandfoot • Energy • purchaseofenergyefficientappliances • savingheatenergy, electricity Short-termandlong-term quantitative measure, qualitative interviews

  4. Qualitative Design Target group: • Comparisonbetween non- participantsandparticipantsofthecampaign Method: Two-phaseproblemfocused interview (1,5 – 2 h): • Narrative introductionconcerningthelifeevent • Focus: Everydaypracticesandconsumptionpatterns in thefields: energyuse, nutritionandmobility Analysis: • MainlyGroundedTheory (supportedbyAtlas.ti) • Generation of type-basedactionmodels Currentstatus: • 40 Interviewees (23 campaign, 17 non-campaign); 29 female/ 11 male; Age 19-87 (Mean 34); 65 % academics

  5. DescriptiveResults - Overview Comparison between fields of consumption: • In general mobility and nutrition are more ‘emotional issues’ which often are connected to general attitudes whereas energy consump-tion is mostly treated more objectively and energy-saving is an accepted social norm. • From a subjective point of view nutrition and mobility are more relevant issues for parents than saving energy : responsibility for the child /new role as parent is experienced more intensely; tendency in nutrition towards more healthy/ organic food, tendency in mobility towards walking and more comfort/ less complication • For relocaters the field of mobility is most relevant and – depending on where the house/appartment is situated and the quality of public transport – cars become less important

  6. Domain-SpecificResults - Energy • From an objective point of view, energy consumption is changing significantly after the birth of a child: more house-hold appliances, more heating and washing, more time at home (But: little awareness about this fact!). • Relocaters are mostly not aware of how they can influence energy consumption while preparing their flat (e.g. placement of furniture and appliances) • For older relocaters with a long term perspective, purchasing energy efficient household appliances gets more relevant than for younger ones who are more often relying on donations/ second hand etc.

  7. TypesofEnergy-Consumption Action/ Experimental type Convenience-oriented type Norm-driven type • eager to identify options for saving • open for new infor-mation, but it must be coherent (explain causal relationships) • possibility for control/ feedback is important • tries to avoid too much effort • prefers structural solutions ( motion detector, timer) • comfort at home is more important than saving • saves energy because that`s ‘what one does’ • follows ‘conven-tional rules’ (energy-saving light bulbs, standby) • relations/effective-ness not always clear

  8. Important/ Influencing Elements • Beliefs/ myths about ‘baby’s comfort’: necessary room temperature, frequency of bathing, food hygiene • Personal ‘no-go areas’: there are practices that are excepted from saving considerations (non-stop operation of computer, bathroom permanently warm) and can’t be tackled by interventions • Influence of roommates/ partners/ family: energy consumption as a matter of negotiation and mutual influence; especially sensitive when moving together • Differences in connecting energy-saving to broader issues (sustainability, resource management)

  9. PreliminaryConclusions – Design ofInterventions • Information can be more technical, should show causal interrelations and calculations. • Direct feedback important (e.g. smart metering) Action/ Experimental type Convenience-oriented type • Intervention should focus on singular actions which supply energy-saving structures • Very important to spread correct information! • Interventions should clarify existing myths. • Interventions should pre-select most relevant/ efficient practices Norm-driven type

  10. Thank you for listening Prof. Dr. Dr. Martina Schäfer Melanie Jaeger-Erbe Center for Technology and Society (ZTG) Technische Universität Berlin schaefer@ztg.tu-berlin.de, jaeger@ztg.tu-berlin.de www.lifeevents.de

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