Information policies and biased cost perceptions - The case of Swedish residential energy consumption

Households typically receive utility bills where all electricity use during a fixed period is lumped together. The lack of direct feedback in the form of marginal costs of using specific electric appliances potentially leads to mistakes in households' decision-making because of biased cost perceptions. In this paper, we test the commonly held notion that lack of relevant energy-related knowledge results in cost underestimation of using electric appliances that may lead to over-consumption of energy. Contrary to this notion, our results show that less knowledgeable energy consumers tend to have higher cost perceptions than others. This finding implies that less knowledgeable energy consumers may consume too little of energy. We also find that a substantial share of the sampled households, in particular less knowledgeable energy consumers, are less willing to receive relevant cost-free information about their energy use and costs. This finding suggests that poor energy-related knowledge may not only be a matter of high information search and processing costs, but also a matter of consumers’ limited attention capacity.