Divide et impera: how to leverage energy effjciency programmes in Swiss SMEs Eva Günther Markus Hackenfort Patrick Rinaldi Zurich University of Applied Sciences Zurich University of Applied Sciences Zurich University of Applied Sciences Pfjngstweidstrasse 96 Pfjngstweidstrasse 96 Campus Grüental CH-8037 Zurich CH-8037 Zurich CH-8020 Wädenswil Switzerland Switzerland Switzerland eva.guenther@zhaw.ch markus.hackenfort@zhaw.ch patrick.rinaldi@zhaw.ch Christian Berger Rolf Rellstab Jürg Rohrer Zurich University of Applied Sciences Zurich University of Applied Sciences Zurich University of Applied Sciences Bahnhofplatz 12 Stadthauserstrasse 14 Campus Grüental CH-8400 Winterthur CH-8400 Winterthur CH-8020 Wädenswil Switzerland Switzerland Switzerland christian.berger@zhaw.ch rolf.rellstab@zhaw.ch juerg.rohrer@zhaw.ch Keywords energy effjciency programmes, implementation, SME, benefjts, programs, SMEs on difgerent stages of change need to be ap- barriers, stages of change proached in difgerent ways, and that programme characteristics need to take into account company size and ownership of busi- ness premises, provide clear and transparent communication of Abstract the implementation efgort involved, showcase “best practice” Energy effjciency plays a key role in both the European and the examples, and develop a more comprehensive and/or amended Swiss energy strategies. In recent years many programmes have defjnition of cost savings and benefjts. been launched focusing on corporate energy saving potential in Switzerland. However, only one percent of 250,000 Swiss Introduction small and medium enterprises (SMEs) – representing a poten- tial energy saving of approximately 10 % of total Swiss power Energy effjciency plays a central role in the European and the consumption – participate in energy effjciency programmes, Swiss energy strategies. In Switzerland in particular, small and and among them the actual implementation rates are poor. Tiis medium-sized enterprises (SMEs) with power consumptions of paper is part of a research project that aims to give recommen- between 10 and 500 MWh per year could represent savings of dations on how to increase participation in energy effjciency up to 10 % of the total Swiss electricity consumption (Rohrer et programmes and to improve the implementation rate of en- al., 2014). One way to exploit these potential savings in compa- ergy effjciency measures in SMEs. Tie paper focuses on iden- nies is through so-called energy effjciency programmes. In this tifying difgerent market segments in order to design specifjc context ‘energy effjciency programmes’ refers to programmes programme approaches. It adopts the Stages of Change model supported by external funding bodies that promote energy sav- (Prochaska & Di Clemente, 1983) to identify potential market ing measures and measures to improve energy effjciency by pro- segments as a function of their current energy effjciency behav- viding, for example, advice or fjnancial incentives. According iour and to analyse and profjle each of these market segments to estimates, of the 250,000 SMEs in Switzerland with a power based on company-specifjc factors, attitudes, perceptions and consumption of between 10 and 500 MWh per year, only about motivation. A survey of 334 SME representatives in Switzer- one percent are involved in energy effjciency programmes. Fur- land was carried out. Tiree difgerent segments were identifjed: thermore, the actual implementation rate of measures recom- SMEs that do not participate in energy effjciency programmes, mended in energy effjciency programmes is low (see Eymann SMEs that plan to do so, and SMEs that have already joined & Räber, 2013). Potential barriers to the acceptance and imple- a programme. In terms of participation in energy effjciency mentation of measures recommended by energy effjciency pro- programmes, the study revealed that the three segments are grammes as well as factors that afgect willingness to participate linked to difgerent needs, expectations and general conditions, and implement energy effjciency measures have already been and that they arise as a result of difgerent factors. It suggests discussed in the literature (e.g.. Sorrell, O‘Malley, Schleich & that in order to foster the implementation of energy effjciency Scott, 2004; Worrell, Bernstein, Roy, Price & Harnisch, 2009; ECEEE SUMMER STUDY PROCEEDINGS 351 Contents Keywords Authors
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