SOCIO-MARKAL: Integrating energy consumption behavioral changes in the technological optimization framework

There is no doubt that the current century is an era of environmental awareness which will require meeting the growing demands by means of a set of generating technologies, while minimizing Greenhouse Gas emissions. Provided that technologies alone could not solve the problem, we have integrated the sociological dimension, represented by the potentially powerful resource for energy conservation that exists in the ability of consumers to change their behavior. The present study aims at assessing the joint impact of awareness campaigns and technology choice, on end-use energy consumption behavior. Actions to achieve energy savings through the use of more energy-efficient end-use technology are included. A new MARKAL framework – i.e., SOCIO-MARKAL – is proposed. As opposed to the traditional MARKAL framework based on technical and economic considerations, the SOCIO-MARKAL model integrates technological, economic and behavioral contributions to the environment. This study takes into consideration technological improvements on the demand side by consumers as well as behavioral changes minimizing carbon dioxide emissions and encouraging rational use of energy.Essentially, the conceptual aspects of the SOCIO-MARKAL will be presented. Based on this new MARKAL formulation, we will simulate the possible contribution of awareness campaigns in triggering energy consumption behavioral changes and possibilities of technology switch, in the residential area of the city of Nyon (Switzerland), for the period 2005–2025, using ANSWER, the IEA's platform. The main focus is on lighting technologies. Three scenarios were produced, referring to three possible penetration rates of low consumption lighting technologies.

Research highlights
► We propose a new energy planning framework taking into account sociological factors.
► The model, called SOCIO-MARKAL, mixes technological improvement with social change.
► We assume in the model that awareness campaigns modify end-use consumer behaviors.
► We present a demand side case developed for a city involving marketing campaigns.