Evaluating the effectiveness of behavioural nudges in reducing energy consumption in student accommodation: a quasi-experimental approach

This paper investigates the application of nudge theory to reduce utility consumption within student accommodation, specifically focusing on the effectiveness of informational and competition-based nudges. With the pressing challenge of climate change and the significant contribution of the building sector to global energy use, finding innovative, cost-effective strategies to promote sustainable behaviour is critical. This study employs a quasi-experimental design across six buildings divided into four groups: Control, Information-only, Competition Without Prizes and Competition With Prizes. The research aims to explore the differential effects of informational feedback and competition, with and without prizes, on energy consumption. The study utilises a longitudinal approach, examining energy usage across multiple years to control for external factors such as occupancy fluctuations and seasonal effects. Results reveal that the informational nudge, contrary to expectations, increased energy consumption in certain accommodation, possibly due to rebound effects or moral licensing. Meanwhile, the competition without prizes nudge effectively reduced energy usage, highlighting the power of intrinsic motivation and social comparison. However, the competition with prizes nudge showed no significant effect, suggesting that extrinsic rewards might undermine the intrinsic motivation to save energy. This research contributes to the growing body of literature on behavioural change interventions in residential settings, particularly within transient and dense environments such as student accommodation. The findings underscore the need for nuanced, well-designed nudges that account for behavioural dynamics and suggest that low-cost strategies which utilise intrinsic motivators may be more effective than those that provide extrinsic rewards in fostering sustainable habits in student accommodation. Furthermore, the study highlights the importance of robust communication strategies to enhance the efficacy of behavioural interventions in reducing energy consumption.