The project aims to contribute to the European energy policy by providing holistic in depth analyses of successful national activities in the field of energy efficiency. Based on the empirical investigation of positive examples with emphasis on SME in less energy intensive sectors, it is the objective to elaborate concepts of economic and social marketing strategies to promote energy efficiency in industry and service. Using an interdisciplinary approach, the project will examine the interdependencies between political, economic and social boundary conditions, the programme design or the character of activity, and the energy related individual and social behaviour of agents within the target groups. To achieve this goal, the project aims to identify the main actors involved in the implementation process, the crucial determinants of their behavior, and relevant factors of influence and of interference for energy policy.
The study will concentrate on case studies of successful implementation processes based on in depth interviews with internal and external actors. In combination with techno-economical variables from traditional barrier analyses, aspects from a socio-economical and socio-psychological perspective are included. Companies are seen as parts of social networks of different types of institutions and groups, underlining the importance of cooperation and social interactions. The case studies differ in terms of type and actors involved. Successful implementation of energy efficiency in industry will be approached both from "top-down" when analysing, e.g., public programmes as from "bottom-up" when evaluating industrial success stories without direct programme context. Due to common work hypotheses and interview structures concerning the development of change processes over time and concerning the different internal and external actors involved, an integrating analysis will be made possible. This is necessary to draw general conclusions from country specific case studies.
Expected Achievements and Exploitation
As one major result, the project aims to derive interdisciplinary, typical models of change describing social innovation and change within companies as necessary preconditions for successful implementation of energy efficiency. It is the objective to elaborate interdisciplinary policy recommendations, which will improve the design of actor specific bundles of instruments. Taking national, cultural and sector-specific differences into account, it can be expected that energy policy will have to focus more on interdisciplinary policy mixes, covering the whole implementation process from the first impulse until the follow-up phase after implementation. With emphasis on SME, the study will indicate possibilities to improve the external conditions for industrial and commercial climate protection activities and to foster individual engagement by social networks. Hindering restrictions related to the human dimension will be tackled by supporting motivated actors, integration of multiplicators and instruments of social marketing. New modes of an effective marketing of pilot projects and setting up cooperations through local/regional networks will be developed.
Funding SchemeCSC - Cost-sharing contracts
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