Nudging consumers towards energy efficiency through behavioural science: Profiling of energy consumers across Europe

Abstract

Reducing energy consumption to increase energy efficiency and mitigate climate change demands drastic behavioural changes. Accordingly, the European Horizon 2020 founded project called “NUDging consumers towards enerGy Efficiency through behavioral science” (NUDGE) aims is to analyze the behavior of European citizens with concern the energy consumption and to consequently design and test nudging interventions on different segments of the population. Since recent studies have identified ways to influence behaviour through nudging interventions that, without limiting people’s options, can support their behavioural choices in a predictable manner, the NUDGE project – coordinated by the Institute for European Energy and Climate Policy Stitching (IEECP) – is set up to analyse people’s behaviour with concern to energy consumption, and to design and test nudging interventions in households, energy communities, and schools in five EU Member States (Greece, Belgium, Germany, Portugal and Croatia). All interventions are rooted in fundamental principles of behavioural science and based on the results of a general profiling survey that has been disseminated online across Europe from March to June 2021. The survey permitted to assess energy consumers’ attitudes and to consequently profile users into groups based on their behaviour, which allows used to carry out targeted interventions and assess their impact. Such comprehensive approach will be used to derive recommendations tailored to each country and to design more general policies at European level.