Abstract
We investigate how different types of energy feedback, combined with goal setting, impact on consumers' motivation to conserve electricity. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions). We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents’ value types - hedonic, egoistic, altruistic and biospheric – to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve electricity and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their electricity consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback: it increased the motivation to save electricity by 6.7 percentage points in comparison to the low goal condition and 6.6 percentage points in comparison to the control condition.
| Original language | English |
|---|---|
| Article number | 110992 |
| Pages (from-to) | 1-11 |
| Number of pages | 11 |
| Journal | Energy Policy |
| Volume | 135 |
| Early online date | 24 Sep 2019 |
| DOIs | |
| Publication status | E-pub ahead of print - 24 Sep 2019 |
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Keywords
- Energy conservation behaviour
- Energy feedback
- Goal framing
- Goal setting
- Value orientation
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One for all? – The impact of different types of energy feedback and goal setting on individuals’ motivation to conserve electricity. / Brandsma, Jeroen S.; Blasch, Julia E.
In: Energy Policy, Vol. 135, 110992, 01.12.2019, p. 1-11.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - One for all? – The impact of different types of energy feedback and goal setting on individuals’ motivation to conserve electricity
AU - Brandsma, Jeroen S.
AU - Blasch, Julia E.
PY - 2019/9/24
Y1 - 2019/9/24
N2 - We investigate how different types of energy feedback, combined with goal setting, impact on consumers' motivation to conserve electricity. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions). We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents’ value types - hedonic, egoistic, altruistic and biospheric – to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve electricity and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their electricity consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback: it increased the motivation to save electricity by 6.7 percentage points in comparison to the low goal condition and 6.6 percentage points in comparison to the control condition.
AB - We investigate how different types of energy feedback, combined with goal setting, impact on consumers' motivation to conserve electricity. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions). We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents’ value types - hedonic, egoistic, altruistic and biospheric – to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve electricity and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their electricity consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback: it increased the motivation to save electricity by 6.7 percentage points in comparison to the low goal condition and 6.6 percentage points in comparison to the control condition.
KW - Energy conservation behaviour
KW - Energy feedback
KW - Goal framing
KW - Goal setting
KW - Value orientation
UR - http://www.scopus.com/inward/record.url?scp=85072523598&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85072523598&partnerID=8YFLogxK
U2 - 10.1016/j.enpol.2019.110992
DO - 10.1016/j.enpol.2019.110992
M3 - Article
VL - 135
SP - 1
EP - 11
JO - Energy Policy
JF - Energy Policy
SN - 0301-4215
M1 - 110992
ER -