The Post-Intervention Persistence of Energy Conservation Behaviors: An Evaluation of the ‘Start Green’ Program

For more than four decades, behavioral intervention programs informed by psychology have been employed to increase pro-environmental behaviors. However, there has been little evidence for the post-intervention durability of target behaviors. The few studies that have conducted such evaluations have found that improvements often return to baseline levels post-intervention. This study evaluated the durability of home energy conservation behaviors before, during, and after a community based multi-technique intervention program, and examined the relationship between behavioral durability and the perceived importance, convenience and family norms of each behavior, as well as generalized pro-conservation decision making. The results show increased frequency in target behaviors that remain elevated seven months post-intervention. While the reported generalization of pro-conservation decision-making consistently increased during the study, perceived importance, convenience, and family norms of target conservation behaviors were largely unaffected. In addition, the few significant alterations in these perceptions were found to be due to increases during the post-intervention period only, indicating that they are not necessary pre-requisites for durable behavior change. These results show that a well designed community based intervention can have direct impacts on target behaviors that persist beyond its termination.