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State-of-the-art in behaviour change program evaluation

Panel: 8. Monitoring and evaluation: building confidence and enhancing practices

This is a peer-reviewed paper.

Authors:
Kathleen Gaffney, International Energy Agency (IEA) Energy Efficiency Division, France
Agapi Papadamou, DNV GL, United Kingdom
Ken Agnew, DNV GL, USA

Abstract

This paper provides an overview of evaluation methods being used to evaluate a new generation of opt-in behaviour programs in the US. Specifically, this paper provides the following:

• An overview of the issues and challenges of evaluating opt-in behaviour programs,

• A preliminary look at a Californian program as a concrete example of this kind of program, and

• Recommendations relating to the evaluation of opt-in behaviour change programs.

For purposes of this paper, a behaviour program is one that attempts to influence customers to change their physical assets (energy-related investment behaviour) and/or their operations and dwelling use behaviour through information and encouragement methods, without directly providing financial assistance. These programs include audit-only programs, targeted information programs, and comparative information programs. Behaviour change programs may, however, include encouragement to participate in other programs that do include incentives and assistance.

Recent opt-in behavioural change programs using randomized controlled treatment (RCT) assignment have provided a model for unbiased evaluation based on differences between “participant” and “non-participant” consumption. However, most program designs are not easily compatible with random assignment, and require alternative evaluation methods. While audit and information programs have existed for decades, evaluation of these programs using advanced consumption data analysis methods is still in its early days. Such evaluation approaches are the most promising for comprehensive evaluation. At the same time, much work remains to assess the effectiveness of various techniques to quantify and mitigate self-selection effects.

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