'Smarter' homes?: a netnographic exploration of low carbon living

With growing concerns about climate change and energy security, how we use energy in the UK is receiving more attention than ever before. The way in which we use energy in our homes has been at the forefront of this attention (Lovell 2004) given recent high-profile recognition that it constitutes 24% of carbon emissions in the UK (Stern 2006). There have therefore been many attempts to try and reduce the amount of energy used in our homes, for instance, through the introduction of domestic energy-efficiency infrastructure, technology and appliances (Hand et al., 2007).

The desire to make our homes as efficient as possible and reduce the amount of carbon used per home has resulted in the UK government, like many other governments around the world, developing a low carbon strategy. Low carbon is a relatively new term used to describe activities that have a minimal output of greenhouse gases, specifically carbon dioxide, and governments have developed sophisticated policies to deliver new low carbon economies (While et al., 2010). Accordingly, low carbon housing is that which has a minimal output of carbon dioxide and the term is used to describe a wide range of housing types, for instance, those which meet or exceed specific environmental standards (e.g. UK Code for Sustainable Homes), for example passiv houses.

However, recent research indicates that although the energy efficiency of homes has risen steadily over the last 30 years, there has not been a reduction in domestic energy consumption (McManus et al., 2010, Steg & Vlek 2009). So, for example, despite the installation of technology like loft and cavity wall insulation and low-energy appliances, households are using ever more energy. In addition, research has demonstrated that occupants of low carbon homes often find methods to bypass low carbon solutions (e.g. installing radiators or removing devices which impeed the flow of hot water in the shower) in order to prevent the curtailment of their activities (Gill et al., 2010). This phenomena is called the 'rebound effect' where any savings made in energy use are less than the expected savings because householders adapt their behaviour.

As such, it has been argued that the focus of funding and research should not simply rest on developing more 'technological' solutions to energy efficiency, but instead, that more resources should be directed towards understanding why this rebound effect occurs by exploring the behaviours or experiences of householders who live in low carbon homes. To do so, this project will work with 50 households who live in low carbon homes across 5 fieldwork sites (3 in the UK, 2 in the Netherlands).

A range of research methods will be used. Firstly, data collected by the developers of these sites about the performance of the housing and satisfaction of the householders will be collected and compared. The second element of the project will be online. Householders will be asked to take photographs and keep an online journal for three weeks (uploading the photographs into the journal). The photographs and written entries will capture everyday household life and the practices which they think use energy. During this period, householders will also be invited to participate in an online discussion forum with other householders in the project to discuss their experiences of project participation, compare photo-journal content and, consider the differences in energy demand and consumption.

By collaborating with other academics, housing professionals, and policy makers in this project through mechanisms such as seminars and a placement, the intention is to identify where future strategy on building technology and associated household practices might be directed, and propose ways in which these may be implemented.

There will be short-term (during the award), medium-term (up to one year following the award), and long-term (one year following and beyond) impacts from this project. Integral to the project are a number of opportunities which will ensure that beneficiaries (the general public; the private sector (e.g. energy efficiency technology businesses, architecture firms etc); and the public and third sectors (e.g. housing associations and national governments)) experience the full advantage of the research.

In the short to medium term, the comparative nature of the work (UK and the Netherlands) will be of use to national governments interested in increasing the effectiveness of public services and policy by identifying which forms of LC infrastructure and technology are most appropriate for housing initiatives (see RO3 in case for support). Moreover, public policy initiatives have particular consequences for the housing industry at the design (architects, and planners), development (housing associations, private home builders), and build (trades and crafts men) stages. Hence there is the potential in the longer-term, to inform practitioners and professional practice. This will contribute to homes being more efficient (reducing rebound), cheaper to run and warmer, ultimately improving quality of life.

Collaboration with other organisations (OTB, BRE, 'owners or developers' of fieldwork sites) will be critical to the success of the project and these relationships will be nurtured. In addition to the methods of communication and engagement outlined (see pathways to impact), the placement with OTB will ensure an international dimension to the project and resulting impact. Work with seminar speakers, both through the seminars but also in the development of the edited book, will provide the opportunity to bring together academics, policy-makers and practitioners to facilitate new collaborations. Together these activities will help to realise the aim, in the medium-term, of developing a network of individuals and organisations that will allow the submission of a medium scale grant proposal to a RCUK funding body.

Visual, electronic, and paper based engagement strategies exist for all user groups. In the short-term, a dedicated website will be constructed with relevant project information, seminar/event information and appropriate web links. Both an audio and video based podcast of each seminar will be downloadable from the website. This approach is essential in order to reach those representatives who are not able to attend the events. A further feature of the website will be the integration of facebook and twitter accounts, social media which will enhance participation. Relevant public, commercial and third sector organisations will be invited to register for password protected access to all the papers given at the seminars. A JISC email discussion list in addition to the academic outputs will ensure that the project makes a long term contribution to the field of low carbon living beyond the lifetime of the award. An application to host a Festival of Social Science (FoSS) Event in year 2 to showcase the netnographic method will also be submitted. In this FoSS application I will specifically target teenagers (via a local school), often the most proficient in using social media, and encourage them to develop their own netnographic project in a two-day event.

At each event information will be collected from participants (e.g. using questionnaires) to aid the process of evaluation. In addition, quantitative metrics employed will measure: the number of twitter mentions, re-tweets and followers; number of facebook followers; number of website hits (including information about the number and type of materials downloaded e.g. seminar presentations). Together, such measures will enable evaluation of how the short-term impacts have been delivered during the project.