IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this paper

The Influences of Economic and Psychological Factors on Energy-Saving Behavior: A Field Experiment in Matsuyama, Japan

Author Info

Listed author(s):
  • Kenichi Mizobuchi

    ()

    (Department of Economics, Matsuyama University)

  • Kenji Takeuchi

    ()

    (Graduate School of Economics,Kobe University)

Abstract

This study examines the influences of economic and psychological factors on electricity conservation behavior. A random selection of 236 Japanese households participated in the field experiment, and they were offered two interventions, such as monetary rewards depending on their reduction in electricity consumption and comparative feedback. The average saving rates of the (i) economic incentive group (5.9%) and (ii) economic incentive with comparative feedback group (8.2%) are statistically larger than those of the (iii) control group (1.6%). Our econometric analysis confirmed that economic and psychological factors have a positive influence on the decision concerning whether to save electricity, and a reward combined with comparative feedback is most effective. Psychological factors also affect the decision about how much to save electricity, while economic incentive factors do not influence this decision. In particular, social norms, which are psychological factors, have a consistent effect on both the whether and how decisions. Responses to the questionnaire before and after the experiment suggest that participants may have underestimated the marginal costs of the electricity saving.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.econ.kobe-u.ac.jp/RePEc/koe/wpaper/2012/1206.pdf
Download Restriction: no

Paper provided by Graduate School of Economics, Kobe University in its series Discussion Papers with number 1206.

as
in new window

Length: 39pages
Date of creation: Apr 2012
Handle: RePEc:koe:wpaper:1206
Contact details of provider: Web page: http://www.econ.kobe-u.ac.jp
Email:


More information through EDIRC

Keywords: Comparative feedback; Economic incentive; Electricity saving; Field experiment; Household energy use; Social norm;

This paper has been announced in the following NEP Reports:

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as
in new window


  1. Nyborg, Karine & Howarth, Richard B. & Brekke, Kjell Arne, 2006. "Green consumers and public policy: On socially contingent moral motivation," Resource and Energy Economics, Elsevier, vol. 28(4), pages 351-366, November.
  2. McConnell, K. E., 1997. "Does Altruism Undermine Existence Value?," Journal of Environmental Economics and Management, Elsevier, vol. 32(1), pages 22-37, January.
  3. Ek, Kristina & Söderholm, Patrik, 2008. "Norms and economic motivation in the Swedish green electricity market," Ecological Economics, Elsevier, vol. 68(1-2), pages 169-182, December.
  4. Munshi, Kaivan & Myaux, Jacques, 2006. "Social norms and the fertility transition," Journal of Development Economics, Elsevier, vol. 80(1), pages 1-38, June.
  5. Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9-10), pages 1082-1095, October.
  6. Vaage, Kjell, 2000. "Heating technology and energy use: a discrete/continuous choice approach to Norwegian household energy demand," Energy Economics, Elsevier, vol. 22(6), pages 649-666, December.
  7. Poortinga, Wouter & Steg, Linda & Vlek, Charles & Wiersma, Gerwin, 2003. "Household preferences for energy-saving measures: A conjoint analysis," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 49-64, February.
  8. Ek, Kristina & Söderholm, Patrik, 2010. "The devil is in the details: Household electricity saving behavior and the role of information," Energy Policy, Elsevier, vol. 38(3), pages 1578-1587, March.
  9. Espey, James A. & Espey, Molly, 2004. "Turning on the Lights: A Meta-Analysis of Residential Electricity Demand Elasticities," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 36(01), April.
  10. van den Bergh, Jeroen C.J.M., 2008. "Environmental regulation of households: An empirical review of economic and psychological factors," Ecological Economics, Elsevier, vol. 66(4), pages 559-574, July.
  11. Silk, Julian I. & Joutz, Frederick L., 1997. "Short and long-run elasticities in US residential electricity demand: a co-integration approach," Energy Economics, Elsevier, vol. 19(4), pages 493-513, October.
  12. Midden, Cees J. H. & Meter, Joanne F. & Weenig, Mieneke H. & Zieverink, Henk J. A., 1983. "Using feedback, reinforcement and information to reduce energy consumption in households: A field-experiment," Journal of Economic Psychology, Elsevier, vol. 3(1), pages 65-86.
  13. Frey, Bruno S & Jegen, Reto, 2001. " Motivation Crowding Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 15(5), pages 589-611, December.
  14. Halvorsen, Bente & Larsen, Bodil M., 2001. "The flexibility of household electricity demand over time," Resource and Energy Economics, Elsevier, vol. 23(1), pages 1-18, January.
  15. Hongbin Cai & Yuyu Chen & Hanming Fang, 2009. "Observational Learning: Evidence from a Randomized Natural Field Experiment," American Economic Review, American Economic Association, vol. 99(3), pages 864-882, June.
  16. Kotchen, Matthew J. & Moore, Michael R., 2007. "Private provision of environmental public goods: Household participation in green-electricity programs," Journal of Environmental Economics and Management, Elsevier, vol. 53(1), pages 1-16, January.
  17. Smith, Vincent H. & Kehoe, Michael R. & Cremer, Mary E., 1995. "The private provision of public goods: Altruism and voluntary giving," Journal of Public Economics, Elsevier, vol. 58(1), pages 107-126, September.
  18. Katzev, Richard D. & Johnson, Theodore R., 1983. "A social-psychological analysis of residential electricity consumption: the impact of minimal justification techniques," Journal of Economic Psychology, Elsevier, vol. 3(3-4), pages 267-284, September.
  19. Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9), pages 1082-1095.
  20. Sardianou, Eleni, 2007. "Estimating energy conservation patterns of Greek households," Energy Policy, Elsevier, vol. 35(7), pages 3778-3791, July.
Full references (including those not matched with items on IDEAS)

The CitEc project has not yet found citations to this item.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Access and download statistics

When requesting a correction, please mention this item's handle: RePEc:koe:wpaper:1206. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Kimiaki Shirahama)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.