Values and Technologies in Energy Savings: - with rebound effect as example

The chapter is based on the assumption, that technology improvement is not sufficient to achieve a sustainable world community. Changes in people´s values are necessary. A simple model suggest how values, together with basic needs and with the environmental and societal frames, determine people´s behavioural pattern and lifestyles. Deliberate changes in social values are illustrated by a historical example. From the side of technology the basic principles in the economy of energy savings are briefly described. The marginally profitable energy savings provides an economic saving. The application of this saving can cause what is called the rebound effect, which reduces the savings obtained from the technology. Ways to avoid this effect are suggested, and they require value changes, primarly around frugality, consumption, and hard-working. There are indications that some of the necessary changes are well under way in societies like Denmark, expressed as a general economic saturation. These trends, however, are not supported by politicians, but rather are they counteracted. Finally are discussed the actives in value shaping in todays Denmark