DIALOG - Individual motivation for climate-friendly energy use in transport and household
Abstract
The energy use of consumers mainly results from their mobility behaviour and the energy use in the household. Not only new technologies, but also changes in the consumer’s be-haviour are needed to achieve substantial savings in this concern. The main behavioural aspects are the purchase of energy-consuming equipment (cars, electrical appliances, etc.) and how these devices are used (modal choice, driving style, heating behaviour, etc.). Tra-ditional marketing concepts however are not very effective with regard to a change of be-haviour. Neither they offer a sufficient incentive, nor do they provide the required factual information for a behavioural change. Dialogue marketing promises much more success to encourage end-consumers to change their energy-saving behaviour. This kind of marketing is widely used in the Anglo-American region. But, in Austria it is just used so far by public transport operators in order to gain passengers. The aim of this project is to develop, test, and optimise a specific Dialogue marketing procedure for an efficient use of energy in the whole area of passenger transport and private households. The procedure is to be evalu-ated and disseminated among the scientific community as well as potential users. The in-novative development will concentrate on two aspects:  Two topics shall be addressed conjointly: (1) transportation as a whole (not just public transport), including the purchase of cars (if, and if so what fuel consumption), the use of sustainable transport modes, car pooling, eco-driving, etc.; (2) the efficient use of energy in private households such as purchasing energy-saving appliances, the eco-nomic use of these appliances, heat-insulating windows and walls, etc.  Focussing on those target groups, which promise to deliver the strongest effect. These are on the one hand people living in urban agglomerations and suburbs, where the mo-bility behaviour is often characterised by intensive car use, though alternatives to the car are often well developed, and on the other hand new residents, since, according to experience, a relocation causes an increased willingness to change the behaviour. The establishment of a network of potential users shall ensure an extensive feedback from practitioners already at the outset. The Dialogue marketing and evaluation concept will be implemented at two test sites (city of Graz and the Greater Linz region), who already as-sured their financial support. The desired outcome of the project is (1) a ready-for-use Dia-logue marketing application for an energy-efficient behaviour of end- users in the transport and household sector, (2) estimating the potential of energy saving of a nationwide imple-mentation, and (3) an overall economic benefit-cost analysis of the dialogue marketing. The results shall be disseminated on the one hand among the scientific community to en-courage a discussion and further development of the procedure, and on the other hand among potential users, in particular local authorities as well as mobility and energy con-sultants. In this regard, the preconditions and possible applications of dialogue marketing will be addressed from a practical point of view.
Publikationen
Reducing energy use by dialogue marketing. A combined approach for mobility and households’ energy use
Autoren: Hössinger, R.; Link, C.; Raich, U.; Unbehaun, W. Jahr: 2013
Conference & Workshop proceedings, paper, abstract
Not just the bus: an approach to extend dialogue marketing
Autoren: Link, C.; Hössinger, R.; Raich, U.; Unbehaun, W. Jahr: 2013
Conference & Workshop proceedings, paper, abstract
Project staff
Reinhard Hössinger
Priv.-Doz. Mag. Dr. Reinhard Hössinger
r.hoessinger@boku.ac.at
Tel: +43 1 47654-85631
Project Leader
01.11.2009 - 31.07.2012
Juliane Stark
Assoc. Prof. Priv.-Doz. Dipl.-Ing. Dr.nat.techn. Juliane Stark
juliane.stark@boku.ac.at
Tel: +43 1 47654-85621
Project Staff
01.11.2009 - 31.07.2012
BOKU partners
External partners
Socialdata Institut für Verkehrs- und Infrastrukturforschung GmbH Linz
none
partner