Their review identified 33 theories and 128 constructs and formed the basis for a “behavioural change wheel” (BCW)1 consisting of three concentric circles (see figure 3.) At the centre of the behaviour change wheel is the behaviour change of the individual , the “B” of the model, and the COM-B model proposes that there are three components to any behaviour change: • Capability (C), • Opportunity (. [...] The physical capabilities of the demonstration projects’ homes to install heat pumps were circumvented by the selection criteria to quotas of property types, costs and extent of the install and the experiences of the participants may not be representative of everyone in the UK, particularly for larger homes, poorly insulated homes and private sector rentals, or more complex installations. [...] In the case of the Electrification of heat trials case studies, some of this purchase decision process has been circumvented by most of the participants having been approached and recruited to participate in the trial and arguably the most significant consideration of costs is also bypassed as the unit and installation is provided at no cost to the participant as part of the trial. [...] The Context in the UK Nations and Regions The next section explores the current structural, relational, cultural-political contexts and the UK policy incentives and interventions that intent to alter these contexts and systems in which people make their decisions, and the mechanisms of change as the sources of behaviour. [...] The review of reviews of high value high commitment green purchases and the review of users’ experiences of heat pumps showed multiple sources of behaviour change were necessary, with the social capabilities and opportunities for change largely outside of the individual’s control.
Authors
- Pages
- 44
- Published in
- United Kingdom
Table of Contents
- How to Overcome Barriers to Consumer Green Purchase Decisions 2
- Drawing both on the reviews findings and our work with stakeholders IPPO makes the following key recommendations to national and local government to encourage consumer green purchase decisions 2
- IPPOs Recommendations to Encourage Green Purchases 2
- Recommendation 1 Establish and promote consistent incentive structures for green purchases. 2
- Recommendation 2 Set up Home Upgrade Agencies to co-ordinate consistent messaging and offer bespoke advice and pathways to householders. 2
- Recommendation 3 - Run a competition promoting innovative ways to minimise the disruption when installing heat pumps. 2
- About the Review 3
- Actionable Evidence for Policy 3
- The Need to Change Course 3
- Why Do People Purchase Heat Pumps or Choose Not To 3
- Understanding Behaviour Change 3
- Policy Recommendations 3
- Get in Touch 3
- Access the full report at 4
- Contents 5
- 1. Introduction 5 5
- 2. Results of the Review 8 5
- 3. The Context in the UK Nations and Regions 24 5
- 4. Factors Influencing the Success of Policy Interventions 27 5
- 5. International Comparisons 32 5
- 6. Conclusion 38 5
- 1. Introduction 5
- Changing Home Energy Use is a Social Intervention 5
- The Approach a Realist Review 5
- Contexts Shape Decision-Making 6
- Using the Com-B Model to Understand Behaviour Change 7
- 2. Results of the Review 8
- C-O-M mechanisms of high-value high-commitment green purchases 9
- Common Themes 10
- Motivations for green purchases 11
- Automatic motivation 11
- Reflective motivation 12
- Physical capability 14
- Opportunities Social 14
- A Theory of change for green purchases 15
- Sources of behaviour for Electrification of heat case studies 17
- COMB-B sources of behaviour change in all heat pump users 18
- 3. The Context in the UK Nations and Regions 24
- 4. Factors Influencing the Success of Policy Interventions 27
- Factors Contexts homes with different forms of heating 27
- Homes that run on LPG and solid fuels 28
- Homes that run electric heating systems 28
- Homes with no central heating 28
- Relational contexts and impacts on outcomes 29
- Between buyer and seller Information asymmetry 29
- Evaluation Expectations 29
- Factors - Moderators 30
- Scale of take up 30
- Evaluation against alternatives 30
- Scepticism 30
- Factors - Mechanisms 30
- Mechanisms as moderators 31
- 5. International Comparisons 32
- Summary 38
- 6. Conclusion 38
- Key Findings and Recommendations 40
- Discussion 40
- References 43
