Identifying social attitudes to assist urban energy planning in Leicester

Abstract

A study of social attitudes to urban energy management strategies has been undertaken as part of a research project aiming to develop an energy planning tool for urban planners. The study used a social survey to predict attitudinal responses to proposed engineering solutions, namely load management, energy efficiency and alternative supply options (renewable energy). The principal influence on attitude formation, which emerges from the literature and this study, appears to be socio-economic conditioning.The results indicate that Leicester citizens are open to alternative energy strategies, such as a willingness to pay additional amounts of money for electricity generated from renewable or sustainable sources and the purchase of low energy appliances. Over half the sample surveyed would pay up to 5% extra for an energy-efficient appliance, and a significant minority would pay extra for 'green' energy. In addition, 73% of respondents are sympathetic to Demand-side Management measures such as interruptible tariffs. The use of 'social group' analysis has proved to be a useful and sensitive tool for the market analysis of energy-related behaviour. In this study, a positive relationship between energy-related attitudes and income is revealed.