2.2.5.2.2

Social influence is important in changing energy use patterns, since energy use is influenced by norms and social conventions. People also learn many behaviours directly by copying (modelling) others . Social support is important for many reasons: it can provide ‘moral support’ and reinforce commitment, but it can also provide practical ‘how to support’ through peer-to-peer advice. Social pressure is the opposite side of the coin.

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