The Electricity Impacts of Earth Hour: an International Comparative Analysis of Energy- Saving Behavior

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Title The electricity impacts of Earth Hour: An international comparative analysis of energy- saving behavior

Permalink https://escholarship.org/uc/item/4bj0h7bc

Authors Olexsak, SJ Meier, A

Publication Date 2014

DOI 10.1016/j.erss.2014.04.014

Peer reviewed

eScholarship.org Powered by the California Digital Library University of California

Energy Research & Social Science 2 (2014) 159–182

Contents lists available at ScienceDirect

Energy Research & Social Science

jou rnal homepage: www.elsevier.com/locate/erss

Original research article

The electricity impacts of Earth Hour: An international comparative

analysis of energy-saving behavior

a,∗ b

Sarah J. Olexsak , Alan Meier

Johns Hopkins University, 1717 Massachusetts Avenue, NW, Washington, DC 20036, United States

Lawrence Berkeley National Laboratory, 1 Cyclotron Road MS 90-2000, Berkeley, CA 94720, United States

a r a

t i c b s t

l e r a

i n f o c t

Article history: The annual Earth Hour event is a coordinated, mass effort to reduce electricity consumption for 1 h.

Received 30 November 2013

Earth Hour’s objective is to call attention to environmentally sustainable action through the collective

Received in revised form 21 April 2014

impact made when individuals, businesses, governments and communities voluntarily combine electric-

Accepted 21 April 2014

ity conservation efforts. Earth Hour events have taken place worldwide since 2007. We compiled 274

measurements of observed changes in electricity demand caused by Earth Hour events in 10 countries,

Keywords:

spanning six years. These events reduced electricity consumption an average of 4%, with a range of +2%

Energy demand shift

−

(New Zealand) to 28% (Canada). While the goal of Earth Hour is not to achieve measurable electricity sav-

Behavior

Persistence ings, the collective events illustrate how purposeful behavior can quantitatively affect regional electricity

demand. Similar actions may be a useful demand-control strategy during temporary electricity shortfalls

or other crises. The policy challenge is to convert these short-term events into longer-term actions, includ-

ing sustained changes in behavior and investment. Other events cause coordinated change in electrical

demand, such as television programs and sporting events. These sharp drops and peaks lead to inefﬁ-

cient generation requirements and, potentially, grid failure. These events demonstrate the importance of

short-term behavior on energy demand and possible applications to energy policies.

1. Introduction a unique situation: the same energy-saving behavioral action in

widely diverse situations. To date, the impacts of Earth Hour have

Earth Hour is a coordinated, mass effort to reduce electric- been documented only individually and anecdotally; there has

ity consumption for 1 h one day per year. The objective of Earth been no compilation or broader evaluation of Earth Hour’s impacts.

Hour is to call attention to environmentally sustainable action We describe below the ﬁrst global identiﬁcation, compilation and

through the collective impact made when individuals, businesses, evaluation electricity savings from Earth Hour actions.

governments and communities voluntarily combine electricity

conservation efforts. Earth Hour’s awareness efforts respond to

1.1. The link between a single action and persistent behavior

the rise of global electricity demand that is placing unprecedented

strain on the electricity grid and increasing amounts of greenhouse

In order to create the enduring sustainable behavior needed to

gas (GHG) emissions into the atmosphere as a result of fossil fuel

reduce energy consumption, proenvironmental behavior must last

combustion. The ﬁrst event was held in Australia in 2007 and has

beyond the duration of the intervention. Numerous studies have

spread to at least 150 other countries and territories around the

examined the factors needed to create durable environmentally

world.

responsible behavior. Clear procedural information, performance

The Earth Hour events are examples of where mass, coordinated,

feedback and social support are three elements that have been

behavior were undertaken to cause observable reductions in elec-

shown to help create durable proenvironmental change. Staats

tricity demand at the grid level. The actions occurred in a wide

et al. combined these three elements in a “EcoTeam Program” inter-

range of regions, cultures, and economies. As such, they represent

vention that resulted in reduced resource use during the three year

long study and maintained or increased improvements two years

after the conclusion of the intervention [1]. Tailored information

∗

and feedback, along with goal-setting, were used in an internet-

Corresponding author. Tel.: +1 740 680 1476.

E-mail addresses: [email protected] (S.J. Olexsak), [email protected] (A. Meier). based intervention conducted by Ambrahamse et al. The study

http://dx.doi.org/10.1016/j.erss.2014.04.014

160 S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182

showed that households exposed to the intervention saved 5.1% longer durations. Additionally, incremental changes in diet and

energy and had signiﬁcantly higher understanding of energy con- physical activity have been recommended to achieve lasting results

servation than households in the control group who used 0.7% more by ﬁrst stabilizing and then gradually decreasing obesity rates

energy [2]. [16]. These ﬁndings support the notion that short-term efforts to

De Young [3] maintained that persistent conservation behavior improve individual consumer conservation behavior may be a sus-

could be accomplished through interventions that include meas- tainable way to improve longer-term electricity conservation and

ures of clear procedural knowledge. Clear instruction on reducing energy efﬁciency investments.

energy usage is especially important for individuals who lack Wallenburn and Wilhite note the key role played by “exper-

understanding of humans’ relationship with climate change. With- iments” in changing peoples’ practices and how these concrete

out an understanding of the cause and extent of global climate experiences can lead to additional energy reduction measures [17].

change, individuals are ignorant of what actions they should take In a related article, Sovacool further posed the question, “How can

and how to undertake actions that they are familiar with because one persuader introduce behavioral change in ways that subjects

they do not comprehend the beneﬁcial impact that they can have do not perceive as overly controlling?” [18] In these contexts, Earth

[4]. Information alone is not enough to result in energy-saving Hour offers an opportunity for millions of people to experiment in a

behavior change. In a review of household energy conservation positive, non-confrontational setting. It is from this international-

intervention studies, Abrahamse et al. [5] found that although scale experiment that a unique human-centered, interdisciplinary

information increases individuals’ observed level of knowledge, and comparative analysis can be conducted.

it does not always lead to changes in the subject’s behavior or

increase their energy saved. 1.2. Origins of Earth Hour

Persistent energy usage feedback is a second key tool that

is implemented to try to achieve sustained energy conservation The ﬁrst Earth Hour event was held in Sydney, Australia, in 2007.

[6]. Numerous studies have examined residential energy savings Organized by the World Wildlife Fund (WWF) to promote climate

achievements through use of real-time feedback [7–9]. These and change awareness, the campaign called for citizens to voluntarily

other studies have utilized varying feedback technologies and limit or cease their electricity consumption for a single hour on

have found varying levels of energy savings success. A 2010 ﬁeld March 31. In 2008, the campaign expanded globally and growth has

trial conducted by Houde et al. [10] examined the persistence continued in a number of countries and territories that actively par-

of energy conservation behavior in homes equipped with real- ticipate in the event. Unifying themes of the campaign have been

time energy use monitors. The study found that real-time energy that all individuals have the ability to alter their environment and

use feedback information resulted in a reduction in residential the collective power of positive action by many people can have a

electricity use of 5.7%. While proving that individuals alter their beneﬁcial impact on the Earth. In 2011 and 2012, Earth Hour orga-

energy-consumption behavior in response to real-time data on nizers encouraged event participants to take their actions to ﬁght

their electricity usage, the researchers observed that statistically climate change beyond the titular hour and commit to environ-

signiﬁcant reductions in electricity consumption lasted for only mentally conscious behavior throughout the year.

four weeks, highlighting the need for additional motivators for Across the globe, many service providers, utilities and news out-

sustained behavior change. lets report anecdotal evidence of grid impacts that result from mass

Lastly, a strong social environment can be used as an interven- individual short-term behavior change. Press releases and stories

tion technique to encourage individuals to reduce their electricity reporting these events are often promulgated for their human-

consumption. This element has not been utilized as often as other interest value as well as educational pieces on grid demand. Since

conditions in attempts to promote favorable environmental behav- 2008, the majority of these reported incidents are associated with

ior [11]. Regardless, recent studies utilizing a supportive social Earth Hour. The reports citing speciﬁc electricity saving ﬁgures

environment have been successful. Staats et al.’s [1] EcoTeams are issued by electricity system operators, utilities and electric-

small groups of individuals who shared social environments such ity distributors and sometimes cited by regional news outlets. The

as family, neighborhoods or clubs. By convening these groups WWF does not promote electricity savings accounting, but instead

throughout the course of the intervention, participants discussed focuses on campaign participation measurements of social media

experiences and shared progress. Combining this social support engagement, commitment pledges and physical turnout to orga-

group with clear procedural information and feedback, behavior nized events. The number of participating cities, municipalities,

change was observed beyond the intervention period. A strong towns, universities and landmarks, as well as key government ﬁg-

social environment can provide individuals with a sense of partici- urehead and celebrity endorsement, is also often highlighted to

pation. Participation allows individuals to feel that they are making indicate the reach and visibility of the campaign. The WWF has

a contribution to their social group resulting in satisfaction from indicated that measurable electricity savings is not an accurate

their proenvironmental behavior [12]. indicator of the campaign’s success since external factors such

There is evidence that incremental changes and short-term as weather can inﬂuence results [19]. This is particularly true

intervention and behavior modiﬁcation can contribute to longer- when inconsistent or simple methodologies that compare electric-

term change. For example, Ockene et al. [13] found that brief ity demand changes to a single historical period are used.

physician interventions can have a long-term impact on smokers

who beneﬁt initially, supporting the value of short-term interven- 1.3. Other events cause coordinated reductions or increases in

tion to achieve initial impact and long-term effects on smoking electrical demand

cessation rates. A meta-analysis of determinants of recycling

behavior conducted by Hornik et al. found connections between As noted above, some service providers, utilities and news out-

incentive types and duration of an individual’s recycling habit [14]. lets report anecdotal evidence of grid impacts that result from mass

Persistence has also been extensively examined in the ﬁght against individual short-term behavior change beyond Earth Hour. Other

obesity. French et al. [15] examined a population’s weight control mass events that cause or attempt to cause coordinated reductions

behaviors over a four-year period. The study found that although or increases in electrical demand include conservation in times of

individuals’ weight ﬂuctuated, weight gain could be avoided with crisis, popular televised programs or events and political protest.

age when short-term weight control strategies were employed in We include documentation of a selection of these events here to

S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 161

ensure robust coverage of short-term mass behavior change caused demand shifts. For example, to handle the ﬂuctuating demand

electricity demand shifts. These events are also important to note associated with television pickups throughout the 2012 Sum-

because they show that mass synchronized behavior can cause mer Olympics, Great Britain’s National Grid utilized the Short

electricity demand change in the presence or absence of encour- Term Operating Reserves Program (STOR) to access demand

aged conservation and this change may or may not be predictable. response solutions such as reducing electricity needs of frozen

food distribution warehouses [27].

1.3.1. Emergency energy conservation

During temporary electricity shortfalls due to natural disaster

1.3.3. Mass coordinated energy-use behavior as a form of civil

or other crises, leaders often turn to promoting demand-control

protest

strategies throughout affected populations even if the use of price

Coordinated electricity-use actions by large groups can disrupt

motivators is not an option. A successful avoidance of blackout was

a grid. An instance of this occurred in Iran. On July 21, 2009, political

documented by Leighty and Meier [20] when a 2008 avalanche

dissenters banded together to protest the re-election of president

destroyed the central hydroelectric transmission line to Juneau,

Mahmoud Ahmadinejad through a coordinated change in their use

Alaska. Reacting to an organized call for electricity consumption

of electrical appliances. The goal of the event was to destabilize the

by leaders, consumers were able to avoid a blackout by adopting

grid, by collectively switching on high-load appliances, ideally lead-

energy efﬁcient behavior and technologies, thereby reducing grid

ing to a nationwide blackout. The strategy was especially attractive

demand by 25%. Although a price signal that may have attributed

because it did not involve a public demonstration and because

to this reduction was eventually sent to consumers through an

participants could not be identiﬁed by authorities. The dissenters

increase of $0.50/kWh, 77% of surveyed residents began electricity

scheduled the action coincide with nightly newscast. Although no

conservation actions within one day of the avalanche. The Juneau

speciﬁc increase or decrease was reported by ofﬁcial sources and

case indicates that if a supply disruption is anticipated, leaders

no nationwide blackout occurred, reports of localized grid failure

should not hesitate to request that consumers in affected regions to

were made by citizens [28].

modify their behavior, potentially lessening the overall impact of

the shortage or mitigating blackout. It should be noted that research

conducted by Holladay et al. [21] suggests that during calls for sum- 2. Description of data collection approach and analysis

mertime electricity conservation in Maryland in 2011, consumers

simply shifted their energy consumption through the day with little 2.1. Data collection

reduction in overall consumption. If leaders call upon demand-

control strategies during times of energy crisis, they must be careful We identiﬁed and compiled reports of behavior-caused elec-

to request that, in addition to conserving energy usage, consumers tricity demand shifts during the Earth Hour event. We reviewed

not shift their electricity consumption to times of high demand. records and press releases from electricity system operators, utili-

ties and electricity distributors. We also conducted online searches

1.3.2. Where mass behavior leads to increased power use: the of international periodicals, websites and blogs for notation of

case of television pickups demand shifts (but used only those that indicated citation of

Television pickup occurs when a large percentage of electric- primary company sources). In some cases, we contacted author-

ity system customers cease their daily routine to view the same ities to collect information. The demand shifts were reported in

televised program or event at the same time. Unlike individuals’ different formats (i.e., absolute MW reduced) but we converted

active participation in Earth Hour, television pickup represents a them into percentage savings to facilitate comparability. For each

mass passive participation of individuals in an event that results in demand shift data point collected, methodologies used to cal-

observable grid demand shifts. Not a modern-day phenomenon, culate reported electricity demand changes were identiﬁed and

television pickup has been observed in locations such as Great recorded.

Britain since the 1960s [22]. This action causes displacement, a Methodologies used to calculate percent electricity demand

measurable drop in electricity demand when the television view- change were available for 97%, or 266 of the 274 cases. Only

ing displaces other household activity, and release, a corresponding 23% of these cases were published with calculation methodol-

increase in demand is seen when those individuals move from their ogy accompanying the percent electricity demand change. The

television sets to resume their household activity at commercial calculation methodology for 203 of the remaining cases was

break or at the conclusion of the viewing. obtained through personal communication with the reporting

Sporting events have been reported to cause television pickup entity. For 8 cases, the reporting entity was either unresponsive

observations in various countries across the world. On August 10, or indicated that a comparison methodology was unavailable (see

2012, EirGrid plc, the Transmission System Operator for Ireland, Appendix).

reported that Irish boxer Katie Taylor caused a displacement reduc- Where methodology was available, the reports fell into three

tion of 6% as the country collectively paused to view her bout in the categories – those that compared observed demand to a forecasted

ﬁnals as she contested for the gold medal [23]. In 2012, Irish soc- demand (196 cases), those that compared observed demand to a

cer enthusiasts accounted for a displacement demand reduction of normal or average demand experience (64 cases) and those that

3% at the start of the Euro 2012 soccer match and the release at compared to the time immediately prior to Earth Hour (six cases).

the game’s conclusion caused an increase of approximately 7%. Eir- Entities that employed a forecasted predicted demand often used

Grid grid disruptions from soccer matches are recorded as far back a consistent forecast methodology. For example, when calculating

as the 1990 World Cup game [24]. In the United States, ISO New percent demand change experienced in the Sydney Central Busi-

England captured television pickup effects resulting from football ness District, Ausgrid examined three years of observed data for

fans during the Patriots Super Bowl Game in 2012 [25]. Canada’s the Earth Hour period for all Saturdays in March and April [29]. The

afﬁnity for hockey is reﬂected in British Columbia’s displacement total demand for each Saturday was then plotted against a model

during playoff ﬁnals [26]. temperature (an average of the maximum daily temperature and

Like the predictability of Earth Hour, the predictable nature the average for the same 1 h period) to generate a best-ﬁt curve.

of televised events allow system operators to monitor television This was then used to calculate the predicted demand from the

schedules to anticipate and prepare for behavior-caused electricity actual temperatures recorded on the Earth Hour day. New Zealand’s

162 S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182

Table 1

a normal or average demand experience (64 cases) and those

Countries with recorded Earth Hour demand changes.

that compared to the time immediately prior to Earth Hour (six

Country Number of Observed electricity demand cases).

events reduction (%)

Minimum Maximum Average Median

a 4. Discussion

Australia 18 18.8 −0.3 6.6 5.9

Canada 231 28.0 0.1 3.9 2.6

Indonesia 3 6.6 2.0 3.9 3.0 While the goal of Earth Hour is not to achieve measurable

Ireland 1 – – 0 – electricity savings, this compilation of recorded and measur-

Israel 4 7.5 2.5 5.3 5.7

able individual behavior-caused electricity demand shifts has

New Zealand 5 12.8 −2.1 3.6 2.0

shown that the mass purposeful behavior undertaken by Earth

Qatar 1 – – 10.0 –

Hour participants can quantitatively affect regional electricity

Sweden 2 3.6 1.0 2.3 2.3

United Arab Emirates 1 – – 2.4 – demand for periods of one hour. The Earth Hour event also

United States 8 7.0 0 1.8 1.0

shows that measurable electricity demand reduction change

Total 274 28.0 −2.1 4.0 2.6 is possible on a mass scale with large portions of popula-

a tions acting at least for a short-term, without the use of price

An increase in demand was observed.

motivators. This may prove to be important to industry lead-

ers and policymakers in the days and hours leading up to

an electricity shortage when the electricity price has not yet

increased.

Transpower utilized a commercially available forecasting software

Numerous regions have undertaken the event annually with

that considered equivalent previous experiences, such as the same

documentation of sustained electricity savings. The repeat par-

day previous year, previous month, previous week, previous day

ticipation and electricity demand savings shows that continual

and forecasted the expected demand during the Earth Hour period

community interest in the electricity conservation event can

by taking a weighting of the past similar days and adjusting for

have sustained impact on an annual basis. While this behavior

temperature and cloud cover [30]. Entities that did not utilize a

is persistent at a societal level, it does not reﬂect on individual

forecast comparison compared observed demand to a normal or

behavior persistence. There is no available information that indi-

average demand experience. In many cases, it was reported that

cates whether or not participants in Earth Hour have any enduring

comparisons were made to a “normal Saturday night” or “simi-

energy conservation behavior.

lar day” or “business as usual” or “typical demand at that time”

Clear procedural information, performance feedback and social

[31–34]. Some reports of comparison were more speciﬁc. Essential

support have all been shown to be useful in interventions that cre-

Energy was cited as comparing demand experienced during Earth

ate durable proenvironmental change. With a call for a 1 h cessation

Hour to the demand experienced at the same period during one

of energy usage, WWF does not advise procedures that partic-

week prior [35]. Perusahaan Listrik Negara (PLN) reported making

ipants are instructed to use beyond the end of the Earth Hour

a comparison to the same period two weeks before the Earth Hour event.

event for the Earth Hour demand change experienced in Jakarta,

The WWF does not promote electricity savings accounting, so

Indonesia [36].

there is no organized mechanism to provide feedback to partici-

pants on the impact that their energy conservation behavior has

3. Results had on their community’s energy demand. Some utilities release

data on their region’s Earth Hour results, but this practice is

We compiled 274 measurements of observed changes in elec- inconsistent and unreliable. Our research shows that a consis-

tricity demand reportedly caused by Earth Hour events in 10 tent methodology and assumptions used to calculate individual

countries spanning six years from 2007 through 2012. Australia, behavior-caused electricity demand changes is needed. The wide

New Zealand, Indonesia, Qatar, United Arab Emirates, Israel, range of methodologies used to document demand change expe-

Ireland, Sweden, United States and Canada are the countries for rienced during Earth Hour highlights the incongruence between

which Earth Hour electricity demand shift documentation was cases and may increase skepticism that real demand changes occur

found (Table 1 and Appendix). as a result of behavior change. In some cases, methodologies used

Fig. 1 illustrates the distribution of the 274 electricity by the same reporting entity changed from year to year. In one case,

demand changes recorded during the Earth Hour event. These the reporting entity released estimates of savings and then, two

coordinated 1 h actions reduced electricity consumption an over- days later, changed methodologies and released a revised estimate

all average of 4.0% and had an overall median reduction of of savings [37,38]. This example reinforces the need for a consis-

electricity of −2.6%. Unique electricity demand shifts ranged tent methodology and assumptions when providing feedback on

from +2% (observed in New Zealand) to −28% (observed in electricity demand changes.

Canada). The ideal methodology compares a given electricity demand

Methodologies used to calculate percent electricity demand increase or decrease to the projected electricity demand. Pro-

change were available for 97%, or 266 of the 274 cases. Only jected demand should be that which is forecast with system

23%, or 64 of the 274 of these cases were published with calcu- operator tools that consider appropriate equivalent experienced

lation methodology accompanying the percent electricity demand days and adjust for temperature, cloud cover and other major

change. The calculation methodology for 203 of the remaining cases weather events and holidays. This data-driven recommended

was obtained through personal communication with the reporting methodology will ensure consistent electricity demand change

entity. For eight cases, the reporting entity was either unrespon- reporting, allowing consumers from one community to the next

sive or indicated that a comparison methodology was unavailable. a reliable feedback source of Earth Hour impact information.

Where methodology was available, the reports fell into three cat- Simple methodologies that compare electricity demand changes

egories – those that compared observed demand to a forecasted to the same date one week or one-year prior is not ade-

demand (196 cases), those that compared observed demand to quate.

S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 163

Global Earth Hour Electricity Demand Change Experiences (274 cases) 80

Frequency 30

% % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 8 7 5 4 3 2 1 0% 9 8 7 5 4 3 2 1 0 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 -2 -2 -26 -2 -2 -2 -2 -2 -2 -1 -1 -1 -16 -1 -1 -1 -1 -1 -1

% Change in Electricity Demand

Fig. 1. Global Earth Hour demand change experiences (274 cases).

One of Earth Hour’s greatest strengths is the supportive social acknowledge that technologies create routines and force behavior

environment that it creates in the global movement to abstain from to adjust. Earth Hour seeks to disrupt these practices, if only for an

energy usage for one hour on one day per year. WWF reports that hour, to make a political statement and to demonstrate potential

more than 6950 cities and towns across 152 countries and territo- new behaviors.

ries took part in the event in 2012 [39]. In these communities, many

individuals gathered in social settings for the event. Earth Hour

5. Conclusion

also has a strong online community with over 875,000 followers

on Facebook and over 108,000 followers on Twitter as of February

Since 2007, the Earth Hour event has captured the attention of

2014. Like the EcoTeams implemented in the Netherlands, indi-

individuals across the globe to highlight the potential impact that

viduals participating in these Earth Hour social groups share their

can be made with a mass, coordinated effort for environmentally

experience and report on energy conservation measures. This social

sustainable action. The single-hour goal of Earth Hour is great –

support network reinforces the perception that Earth Hour partici-

participants cease all possible electricity consumption for a period

pants are part of something greater than themselves and that they

of 1 h. While this level of energy conservation is unsustainable, a

are having a collective impact at a global scale. As described by

primary goal of the Earth Hour event is also one of the most signif-

De Young [12], this feeling of satisfaction can support a sustained

icant factors that inﬂuences long-term residential energy use and

proenvironmental behavior.

conservation – consumers’ awareness and understanding of their

own energy usage [41]. It may also encourage consumers to con-

4.1. The position of Earth Hour in social theory

sider efﬁciency improvements as a way of sustaining the energy

reductions.

The Earth Hour campaigns share some features with other

Over the six years that Earth Hour has been held, our research

environmental campaigns, such as those addressing recycling and

found 274 instances of observed changes in electricity demand

littering. While the level of analysis presented here is too coarse for

caused by the event. These cases were found to reduce electric-

in-depth application of detailed behavioral frameworks and mod-

ity consumption an average of 4%. This Earth Hour data, along

els some relationships can be drawn. This compilation of Earth Hour

with anecdotal evidence from other events that cause coordi-

data also provides a benchmark for further studies of individual

nated reductions or increases in electrical demand, illustrates the

campaigns.

importance of short-term behavior on grid demand. Additionally, it

In a report on behavioral assumptions of California residential

shows that short-term mass individual energy behavior change can

energy efﬁciency programs, Lutzenhiser found that messaging of

result in a measurable shifts in electricity demand at the grid level.

programs reﬂected a proto-economic rational actor theory [40].

While behavioral research shows that short-term behavior change

These programs attempted to make individuals aware of economic

can lead to sustained change, more research must be done to deter-

beneﬁts of energy efﬁcient action through education. Contrary to

mine if Earth Hour conservation behavior persists or extends to

this approach, Earth Hour does not appeal to the proto-economic

other actions.

rational actor theory. Lutzenhiser also reviewed programs that

shared a quality of goal and aspiration selling that is found in Earth

Acknowledgments

Hour’s appeals for individuals to voluntarily cease consumption

of electricity simply because it is inherently a positive environ-

mental action. These types of programs appeal not to rational The authors wish to thank many of the utilities and indepen-

behavior and extend beyond a physical-technical-economic model. dent system operators cited herein for the information provided

Luztenhiser attributes to Shove the practices approach, which to this research work. The authors also appreciate the constructive

explains everyday behavior as the result of multiple collective pro- comments and suggestions made by Dr. Wil Burns of Johns Hopkins

cesses, including socio-technical co-evolution. One must therefore University.

164 S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 31,

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010412.pdf NSW rises 2010 2010

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methodology 7,

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T., T., T., T., T., 2012,

2011,

for G., G., G., G., G., G.,

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comparison unimelb.edu.au/involvement/events/earthhour2012.html Citation Essential Daily http://www.mydailynews.com.au/news/tweed-heads-power- rises-in-earth-hour/809257/ Coates, Trickey, Trickey, Trickey, Trickey, Trickey, Trickey, Fairfield, Fairfield, Fairfield, Fairfield, Fairfield, The The The The involvement/events/earth edu.au/involvement/events/earthHour2011.html Modified Modified com.au/asset/cms/pdf/media/mr involvement/events/earth Press June April

for

Australia Australia Australia Australia Australia Australia Australia Australia Australia Australia Australia Australia Australia Country Australia Australia Australia citations

and

CBD CBD CBDCBD Australia CBDCBD Australia

South South South

New New Sydney Sydney Sydney Sydney Perth Western Australia Western Australia Perth Melbourne Melbourne Melbourne Melbourne City/ state/ region Wales Wales Wales records

(%) event

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Year 2012 2011 2010 2009 2008 2007 2012 2011 2010 2009 2012 2010 2011 2011 2010 2010 2009 2011 Earth

of of of of

source

Melbourne Melbourne Melbourne Melbourne Energy Energy Power Power Power Power Power Energy Data Essential Essential Ausgrid Ausgrid Western Western Western Western Western University University University University Ausgrid Ausgrid Ausgrid Ausgrid Essential Appendix.

S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 165 Earth Earth Results Results Results

1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, Releases Releases Releases Releases Releases

IESO IESO IESO IESO IESO April April April April April April April April April April April April April

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2012. 2011. 2010. 2009. 2008.

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Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth March March

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Hour. Hour. Hour.

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

Conservation Conservation Earth Earth Earth

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Independent http://www.ieso.ca/imoweb/media/md Independent http://www.ieso.ca/imoweb/media/md http://www.ieso.ca/imoweb/media/md Independent http://www.ieso.ca/imoweb/media/md Independent http://www.ieso.ca/imoweb/media/md http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc from from from Hour Hour

121212 12 BC 12 BC 12 12 12 12 12 12 1212 BC BC

5 5 5.5 5 Independent July July July July July July July July July July July July July

July July July July July

communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication,

Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal

Personal Personal Personal Personal Personal

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

A., A., A., A., A., A., A., A., A., A., A., A., A.,

2012. 2012. 2012. 2012. 2012.

K., K., K., K., K.,

Mann, Mann, Mann, Mann, Mann, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt,

Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada

Rupert George Canada

Ontario Ontario Pemberton Whistler Sechelt North Cowichan Lumby Duncan Prince Columbia Overall

2.7% 2.1%4.0% Ontario 6.0% Ontario 5.0%1.7% Ontario 12.1% British 6.8% Revelstoke 5.8%5.6% Ladysmith 5.0% 4.8% 4.5% 4.1% 4.1% 4.0%3.9% Prince 3.9% Comox Courtney − − − − − − − − − − − − − − − − − −

2012 2011 2010 2009 2008 2012 2012 2012 2012 2012 2012

Hydro 2012 Hydro 2012 Hydro Hydro 2012 Hydro Hydro Hydro Hydro Hydro Hydro 2012 Hydro 2012 Hydro 2012 Hydro 2012

IESO IESO IESO IESO IESO BC BC BC BC BC BC BC BC BC BC BC BC BC

166 S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1,

point

April April April April April April April April April April April April April April April April April April

data

success success success success success success success success success success success success success success success success success success

event

success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success.

hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour

Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour change

earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth

Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth

demand repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats

repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats

hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro

BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC

electricity

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

for

Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro,

Citation BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc

12 121212 12 BC 12 BC 12 12 12 BC 12 12 12 12 1212 12 12 BC 12

July July July July July July July July July July July July July July July July July July

methodology

Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

comparison

A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A.,

for

Citation Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt,

Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Country

Lake House Canada

Island

River

Saanich

Country Canada

Mile

Williams Powell Bowen Lantzville West Vancovuer North Clearwater Sidney Parksville Langford Metchosin Nanaimo City/ state/ region (%)

)

3.9% 3.8%3.6% Coldstream 3.6% Kamloops 3.5% 3.4%3.4% Lake 3.4% Vernon 3.3% 3.2% 3.1% 3.0% 2.8%2.7% 100 2.7% Colwood 2.7% 2.6% Electricity demand change − − − − − − − − − -3.3% − − − − − − − −

2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 2012 Continued (

source Year

Hydro Hydro 2012 Hydro 2012 Hydro Hydro Hydro 2012 Hydro 2012 Hydro Hydro Hydro Hydro Hydro Hydro Hydro 2012 Hydro 2012 Hydro Hydro Hydro

Data BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC Appendix

S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 167 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1,

April April April April April April April April April April April April April April April April April April

success success success success success success success success success success success success success success success success success success success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success. success.

hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour hour

Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour Hour

earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth earth

Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth Earth

repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats repeats

hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro hydro

BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro, Hydro,

BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc BC http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc http://www.el.bchydro.com/mediabulletins/bulletin/conservation sustainability/bc

12 12 1212 12 12 BC 1212 12 BC 12 BC 12 12 12 12 12 12 1212 BC BC

July July July July July July July July July July July July July July July July July July communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication, communication,

Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal Personal

2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012. 2012.

A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A., A.,

Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt, Reinhardt,

Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada Canada

River Canada

Arm Canada

Lake

Kelowna Royal

Hazelton

Meadows

Smithers Enderby Hazelton Richmond Burns Peachland Pitt Summerland West Beach

2.6% 2.6%2.6% Telkwa 2.6% Highlands 2.5%2.5% View 2.5% Sicamous 2.5% Qualicum 2.5%2.5% New 2.5% 2.4% 2.4% 2.4% 2.4% 2.4%2.3% Campbell 2.3% Sayward Salmon − − − − − − − − − − − − − − − − − −

2012 2012 2012 2012 2012 2012 2012 2012

Hydro Hydro 2012 Hydro 2012 Hydro Hydro 2012 Hydro 2012 Hydro 2012 Hydro Hydro 2012 Hydro Hydro Hydro Hydro Hydro Hydro 2012 Hydro 2012 Hydro 2012 Hydro 2012

BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC BC

168 S.J. Olexsak, A. Meier / Energy Research & Social Science 2 (2014) 159–182 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1, 1,