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Advertising to boost energy efficiency: the Power of One campaign and natural gas consumption

Author

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  • Diffney, Sean

    (ESRI)

  • Lyons, Sean

    (ESRI)

  • Malguzzi Valeri, Laura

    (ESRI)

Abstract

In this paper we study the recent awareness and persuasion campaign launched by the Irish government to increase energy efficiency and we assess its effect on residential natural gas consumption. We first analyse changes in the daily consumption of natural gas and find that advertising leaflets had a significant effect on natural gas consumption. We then study three surveys administered to 1000 consumers prior to and during the campaign. This repeated cross-section allows us to determine that the efficiency campaign has increased self-reported interest in energy efficiency and awareness of behaviours that curb natural gas consumption. However we do not find any positive effect of the campaign on self-reported energy-saving behaviours.

Suggested Citation

  • Diffney, Sean & Lyons, Sean & Malguzzi Valeri, Laura, 2009. "Advertising to boost energy efficiency: the Power of One campaign and natural gas consumption," Papers WP280, Economic and Social Research Institute (ESRI).
  • Handle: RePEc:esr:wpaper:wp280
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    Cited by:

    1. Leahy, Eimear & Devitt, Conor & Lyons, Seán & Tol, Richard S.J., 2012. "The cost of natural gas shortages in Ireland," Energy Policy, Elsevier, vol. 46(C), pages 153-169.
    2. Nyamdash, Batsaikhan & Denny, Eleanor, 2011. "The economic impact of electricity conservation policies: A case study of Ireland," MPRA Paper 28384, University Library of Munich, Germany.
    3. Collins, Matthew & Curtis, John, 2017. "Advertising and investment spillovers in the diffusion of residential energy efficiency renovations," Papers WP569, Economic and Social Research Institute (ESRI).
    4. Rogan, Fionn & Cahill, Caiman J. & Ó Gallachóir, Brian P., 2012. "Decomposition analysis of gas consumption in the residential sector in Ireland," Energy Policy, Elsevier, vol. 42(C), pages 19-36.
    5. Curtis, John & Devitt, Niamh & di Cosmo, Valeria & Farrell, Niall & FitzGerald, John & Hyland, Marie & Lynch, Muireann & Lyons, Sean & McCoy, Daire & Malaguzzi Valeri, Laura & Walsh, Darragh, 2014. "Irish Energy Policy: An Analysis of Current Issues," Research Series, Economic and Social Research Institute (ESRI), number rs37 edited by FitzGerald, John & Malaguzzi Valeri, Laura.

    More about this item

    JEL classification:

    • Q48 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Government Policy
    • Q41 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Demand and Supply; Prices

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