Portland State Magazine Winter 2008

What makes one family use more or less energy than its neighbor? Loren Lutzenhiser, professor of urban studies and planning, is interested in the answer. Convinced to conserve A FUNNY THING happened during the 2001 energy crisis in California. As summer temperatures soared, people turned off their air conditioners– without being asked. When surveyed about the reason, residents said it wasn't to save money. In fact, prices had n'r starred to rise at that point. Rather, by voluntarily curb– ing their energy consumption, Califor– nians said they felt like they were doing something to help their home state avert an energy crisis. And that made them feel good. Although he's studied con– sumer behavior for years, surveyor Loren Lurzenhiser, professor of urban studies and planning, was surprised. Before the survey, commissioned by the California Energy Commission, "Ir was assumed," says Lurzenhiser, "char people would tar and feather you" if you suggested they do without modern con– veniences such as air conditioning. "Thar was the received wisdom, bur that's not what happened." Under the auspices of the orrhwesr Energy Efficiency Alliance, Lurzen– hiser has also studied such questions as who's in charge of creating a greener Portland skyline-finding that it's not just architects, bur also developers and bankers. And he's looked at how the city of Portland and ocher Oregon govern– ments decide whether to buy green– finding char it's nor just purchasing managers, bur a wide range of employees that decides what technology to buy and how to use it. In the future, Lurzenhiser hopes to shed light on how decisions are made by consumers and manufacturers. There are two broad categories ripe for investigation, he says. First, the types of technology char are brought to marker. After all, consumers can buy only from the list of choices they have. The second category is why consumers make rhe choices they do. Bottom line, says Luczenhiser, is understanding what motivates people to buy, nor buy, conserve energy or nor. This will be crucial as the world grapples with global warming. WINTER 2008 PORTLAND STATE MAGAZINE 9