How Does Weather Affect Energy Consumption Behaviour?

Behavioural economics of energy consumption and weather

As knowledge of the importance of sustainability becomes more widespread, consumers are becoming more concerned with responsible energy use. However, while energy consumers are adjusting their energy consumption behaviour in line with their environmental ethics, many are still influenced by weather-related behavioural economics, which prevents them from consuming energy in the most sustainable way.

While observing green behaviours about energy usage makes consumers feel positive, often more pressing rationalities take over, such as affordability or comfort, and they override these sustainable choices. Sometimes they think that they have exceptional knowledge around sustainable energy usage, when in reality they don't. This phenomenon is known as a 'knowledge-action-gap' or 'intention-action-gap.'

The role of weather in shaping energy behaviours

We examine the psychological and practical reasons why weather changes our energy consumption.

Extreme weather conditions require more energy. Therefore, colder temperatures in the winter incur higher heating costs, whereas hotter periods in the summer may incur higher air-conditioning costs. In-between periods, such as spring and autumn, can consume less energy as they are neither too hot nor too cold nor too dark.

Depending on your region, humidity can have an effect on energy usage. In hotter climates, high levels of humidity may increase air conditioning usage, whereas in cooler climates such as mountainous valley regions, humidity can signal low cloud coverage and colder temperatures, increasing heating demand. Both situations could increase use of energy-heavy equipment such as dehumidifiers.

But temperature and humidity cannot only affect energy consumption. Light levels due to seasonal shifts can also drive up energy usage, as daylight savings initiatives create longer evenings requiring more lighting, and early morning darkness requires more lighting than the spring and summer months.

Psychological drivers of energy consumption based on weather patterns

Social norms and energy choices

Many green energy initiatives allow consumers to install renewable energy at a heavily discounted, or in some cases free, rate. One barrier to implementing this is the extra cost, but slower uptake could also be linked to social norms. Solar panels are large photovoltaics attached to the outside of the house, while small-scale wind equipment can be visible from the installer's garden. A barrier to uptaking these schemes could be not wanting to be seen as breaking the social 'norm' or deviating from the status quo of regular fuel consumption and installing unsightly renewable technology on the outside of a home, particularly in specific types of neighbourhoods. Operating such technology within the home can also be seen as not 'normal,' such as the sometimes unreliable nature of renewable generators, which could incur blackout periods during low energy generation compared to the flexibility of coal or gas. This negative uptake of a new way of living with renewable energy can also be found in the section on habits below.

Habitual energy consumption patterns

Humans are largely creatures of habit. This means that once we get used to a certain way of living, we will, to a certain extent, default to autopilot. With busy lives and schedules, we do not want to have to think about our energy consumption as well - that could apply to analysing a smart meter or just wanting to turn a heating source on or off without having to wait for it to generate heat, as is the case with some renewable sources. This can also trickle down into real estate decisions. In cases of extreme heat, we may turn to well-proven but energy-reliant air-conditioning solutions instead of factoring heatwaves into initial house-buying decisions that could present properties with better (but more expensive) levels of insulation, use materials with cooling properties, or be designed in a way that makes the best of shade and cooling methods.

Comfort-seeking and energy usage

This comfort-seeking principle can be broadly separated into two elements: the comfort of consuming energy in a way that is familiar, described in the above section, and seeking comfortable living conditions. The first feeds into the notion of being less risk-averse - if I install a relatively new technology onto my property, will I feel comfortable operating and maintaining it, or will sticking with traditional energy sources feel more comfortable? The second looks at the perceived convenience of traditional fuel consumption - I turn on my boiler, and I get heat, so when it's cold, and a consumer craves comfort, rational thinking, such as putting on another layer or heating one room tends to go out of the window.

Behavioural insights for sustainable energy use and policy implications

Bridging the knowledge-action gap in energy choices

When it comes to presenting policies that will encourage, rather than discourage, consumers from making a sustainable switch, it's all in the marketing. Overwhelming consumers with information and tips is thought to put them off making changes at all for fear of making the 'wrong' decision. Therefore, encouraging them to make small, one-off changes such as using a less energy-intensive short cycle on a tumble drier during warmer periods and supplementing with line-drying could break the ice into sustainable energy consumption.

Highlighting financial losses to motivate change

Highlighting how continuing energy consumption behaviour will 'lose' household money can be more convincing than presenting 'savings' may also prompt a change in behaviour. For example, during darker periods in the winter months, you're losing £xx per year by leaving all of your appliances plugged in during winter months, as opposed to saving £xx per year by unplugging all of your appliances at night during winter months.

Opt-out policies to promote green energy adoption

Opt-out, rather than opt-in policies for consuming green energy as part of fixed energy tariffs may also sway consumers, as they may not be motivated to switch away from green energy tariffs to fossil-led alternatives if green versions are the default.

Understanding the behavioural economics behind energy consumption provides valuable insights for fostering more sustainable energy use. By addressing psychological drivers such as social norms, habitual behaviours, and comfort-seeking tendencies, policymakers and individuals can work together to create practical solutions. Emphasising incremental changes and leveraging default policies can pave the way for a greener, more energy-efficient future.