The utility of using a top-down conduct-of-life-based approach for explaining energy consumption behaviour: evidence from Switzerland

Abstract

Programmes for reducing household energy consumption have so far shown only minor effects. The literature offers many explanations for this, such as rebound effects, efficiency paradox and culturally rooted daily routines. In addition, interventions are often designed in a one-size-fits-all manner and do not account for societal differences through segmentation and tailored interventions. One of the challenges associated with the implementation of tailored interventions is the lack of agreement on how to identify societal segments, and the lack of clarity on which segment should be addressed by which type of intervention. Against this backdrop, we explore the applicability of the theory-driven Otte conduct of life segmentation with three energy consumption behaviours. Utilizing survey data from 5015 respondents, we demonstrate that there are significant conduct-of-life-specific differences in showering, endowment with information and entertainment electronics and air travel. The only two conduct of life groups who demonstrate consistent behavioural patterns across the three behaviours are the reflexives, who consistently over-consume, and conventionalists, who consistently under-consume energy. We put forward suggestions on how to apply our findings to tailor interventions.