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Factors Driving Consumer Involvement in Energy Consumption and Energy-Efficient Purchasing Behavior: Evidence from Korean Residential Buildings

Author

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  • Soyoung Yoo

    (College of Business, Korea Advanced Institute of Science and Technology (KAIST), 85 Hoegiro, Dongdaemun-gu, Seoul 02455, Korea)

  • Jiyong Eom

    (College of Business, Korea Advanced Institute of Science and Technology (KAIST), 85 Hoegiro, Dongdaemun-gu, Seoul 02455, Korea)

  • Ingoo Han

    (College of Business, Korea Advanced Institute of Science and Technology (KAIST), 85 Hoegiro, Dongdaemun-gu, Seoul 02455, Korea)

Abstract

The recent rapid transition in energy markets and technological advances in demand-side interventions has renewed attention on consumer behavior. A rich literature on potential factors affecting residential energy use or green technology adoption has highlighted the need to better understand the fundamental causes of consumer heterogeneity in buildings’ energy-related behavior. Unresolved questions such as which consumers are most likely to opt into demand-side management programs and what factors might explain the wide variation in behavioral responses to such programs make it difficult for policy-makers to develop cost-effective energy efficiency or demand response programs for residential buildings. This study extends the literature on involvement theory and energy-related behavior by proposing a holistic construct of household energy involvement (HEI) to represent consumers’ personal level of interest in energy services. Based on a survey of 5487 Korean households, it finds that HEI has a stronger association with consumer values, such as preferences for indoor thermal comfort and automation, than with socioeconomic or housing characteristics and demonstrates HEI’s potential as a reliable, integrated predictor of both energy consumption and energy-efficient purchases. The study illuminates the multifaceted influences that shape energy-related behavior in residential buildings and offers new tools to help utility regulators identify and profile viable market segments, improve the cost-effectiveness of their programs, and eventually promote urban sustainability.

Suggested Citation

  • Soyoung Yoo & Jiyong Eom & Ingoo Han, 2020. "Factors Driving Consumer Involvement in Energy Consumption and Energy-Efficient Purchasing Behavior: Evidence from Korean Residential Buildings," Sustainability, MDPI, vol. 12(14), pages 1-23, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5573-:d:382868
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    2. da Fonseca, André L.A. & Chvatal, Karin M.S. & Fernandes, Ricardo A.S., 2021. "Thermal comfort maintenance in demand response programs: A critical review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 141(C).
    3. Malakhatka, Elena & Lundqvist, Per & Shafqat, Omar & De Bellefon, Angélique, 2022. "Identification of everyday food-related activities with potential for direct and indirect energy savings: KTH Live–in–Lab explorative case study," Energy Policy, Elsevier, vol. 163(C).
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    5. Outcault, Sarah & Sanguinetti, Angela & Nelson, Leslie, 2022. "Technology characteristics that influence adoption of residential distributed energy resources: Adapting Rogers’ framework," Energy Policy, Elsevier, vol. 168(C).
    6. Janez Dolšak & Nevenka Hrovatin & Jelena Zorić, 2020. "Analysing Consumer Preferences, Characteristics, and Behaviour to Identify Energy-Efficient Consumers," Sustainability, MDPI, vol. 12(23), pages 1-19, November.

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