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An experimental study on motivational change for electricity conservation by normative messages

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  • Komatsu, Hidenori
  • Nishio, Ken-ichiro

Abstract

Although many attempts to promote energy conservation by information provision implicitly assume that receivers of information make rational decisions based on deliberation, outcomes have been less than expected. To address this problem, use of normative messages to inform customers how other customers are behaving is being investigated as a means of promoting energy conservation behaviors. However, it remains unclear how such interventions increase customers’ motivation to conserve electricity and which attributes of customers are most relevant. In this research, we conducted experiments using randomized controlled trials in Japan to investigate the effects of normative messages on motivational change for electricity conservation. The results show that normative messages significantly improved motivation for electricity conservation more than simple feedback did. We also investigated which types of respondents’ attributes, including personality traits, were most affected by the normative messages provided.

Suggested Citation

  • Komatsu, Hidenori & Nishio, Ken-ichiro, 2015. "An experimental study on motivational change for electricity conservation by normative messages," Applied Energy, Elsevier, vol. 158(C), pages 35-43.
    • Handle: RePEc:eee:appene:v:158:y:2015:i:c:p:35-43
    DOI: 10.1016/j.apenergy.2015.08.029
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    Cited by:

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    3. Anderson, Kyle & Song, Kwonsik & Lee, SangHyun & Krupka, Erin & Lee, Hyunsoo & Park, Moonseo, 2017. "Longitudinal analysis of normative energy use feedback on dormitory occupants," Applied Energy, Elsevier, vol. 189(C), pages 623-639.
    4. Guo, Zhifeng & Zhou, Kaile & Zhang, Chi & Lu, Xinhui & Chen, Wen & Yang, Shanlin, 2018. "Residential electricity consumption behavior: Influencing factors, related theories and intervention strategies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 81(P1), pages 399-412.
    5. Qian-Cheng Wang & Yi-Xuan Wang & Izzy Yi Jian & Hsi-Hsien Wei & Xuan Liu & Yao-Tian Ma, 2020. "Exploring the “Energy-Saving Personality Traits” in the Office and Household Situation: An Empirical Study," Energies, MDPI, vol. 13(14), pages 1-17, July.
    6. Botao Qin & Haoyan Chen, 2022. "Does the nudge effect persist? Evidence from a field experiment using social comparison message in China," Bulletin of Economic Research, Wiley Blackwell, vol. 74(3), pages 689-703, July.
    7. Yijie Wang & Lei Xie & Shuang Li, 2022. "The Use of Intergroup Social Comparison in Promoting Water Conservation: Evidence from a Survey Experiment in China," IJERPH, MDPI, vol. 19(13), pages 1-14, June.
    8. Spandagos, Constantine & Baark, Erik & Ng, Tze Ling & Yarime, Masaru, 2021. "Social influence and economic intervention policies to save energy at home: Critical questions for the new decade and evidence from air-condition use," Renewable and Sustainable Energy Reviews, Elsevier, vol. 143(C).
    9. Fei Wang & Liming Liu & Yili Yu & Gang Li & Jessica Li & Miadreza Shafie-khah & João P. S. Catalão, 2018. "Impact Analysis of Customized Feedback Interventions on Residential Electricity Load Consumption Behavior for Demand Response," Energies, MDPI, vol. 11(4), pages 1-22, March.
    10. Andor, Mark A. & Fels, Katja M., 2018. "Behavioral Economics and Energy Conservation – A Systematic Review of Non-price Interventions and Their Causal Effects," Ecological Economics, Elsevier, vol. 148(C), pages 178-210.

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