Presentation by

1. Motivating energy conservation in organisations: Smart metering and the emergence and diffusion of social norms BIEE 2018 5pm Presentation by Dr Peter Bradley 18th September 2018

2. What shall be covered What are social norms; Norm emergence, transformation and diffusion; Factors influencing social norms; Intervention of smart metering and study to observe the emergence and diffusion of social norms Results Conclusions

3. Social Norms and importance in energy reduction Provide social ques of appropriate behaviour – depends on situation – context specific; Two types of social norms; Descriptive and injunctive Why are they important? Signal appropriate action or behaviour in given situations. Important in bringing about (but sometimes create barriers to) changes in energy behaviours; The literature generally focuses on translation of social norms into behaviour but what about the pre-stage? Demand side response requires changes in energy behaviours - in some instances social norms can motivate changes in behaviours

4. Norm emergence; diffusion and translation Processes that lead to the development of social norms and behaviour: 1.) norm emergence 2.) norm diffusion and 3.) translation into behaviour. Norm diffusion involves the spread of social norms. The emergence process and the diffusion processes involve social construction (Lyndhurst 2009) and social comparison (Vishwanath 2006). Occur for both descriptive and injunctive norms and are informed from other referent individuals. Social construction is the theory that norms, beliefs and attitudes are constructed through a process of social interaction (Lyndhurst 2009). Goodman and Haisley (2007) identify that there are a number of ways to classify social comparison processes. They identify: initiation, selection of referents and an evaluation process as important.

5. Translation of descriptive norms into behaviour Components of the theory of normative social behaviour (Rimal and Real 2005)

6. Case study: social norms and smart metering in organisations

7. Key survey questions

8. Intervention energy feedback

9. Results social norm emergence Descriptive statistics for descriptive and injunctive norms for energy services Descriptive statistics comparison for the benchmark and intervention period

10. Results social norms emergence Significance of changes in injunctive and descriptive norms

11. Observed social norms and energy behaviour Cross tabulation of descriptive norms (computers) against energy efficiency Significance of the cross tabulations

12. Factors found to be most important in shaping social norms for study Social distance and interaction Proximity, location and referents The role of management, policy and culture in shaping social context Culture

13. Conclusions Environmental psychology good at pinpointing influence of social norms into behaviour, less good at looking at norm emergence; This study indicated that the intervention of smart meter implementation resulted in the emergence of energy consumption descriptive norms for some and these translated into energy behaviours; Some negative social aspects were also however observed from the study; It was found that much care is needed in designing and implementing smart metering as it can effect the types of social norms that emerge and motivations for reducing energy as well as peoples wellbeing

14. End For references and further reading see the full paper: Bradley, P., Fudge, S. and Leach, M. (2016) Motivating energy conservation in organisations: Smart metering and the emergence and diffusion of social norms. Technology Analysis & Strategic Management, 28, 4:435-461