Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
Chapter 6: Reducing Energy use
Reducing Energy use
Energy is an essential element of modern life. From automobiles to cell phones to home heating, energy powers our lives. But while energy is the source of our many conveniences and comforts, its use has substantial environmental consequences. In this chapter, we examine programs that aim to change behavior and promote energy efficiency and conservation. Our focus is on residential energy use, particularly electricity. Worldwide, residential uses of electricity account for about 11% of total consumption, although this percentage is much higher in Western Europe, Australia, and North America.
Over the past 50 years, worldwide energy use has increased steadily. Total production has more than doubled since 1971 (International Energy Agency, 2006, 2010). While there are certainly large international differences in ...