Behavioural modification framework to address wastage in household electricity consumption

Area of Science:

• Environmental Psychology
• Human Factors Engineering
• Consumer Behavior

Background:

• Household electricity wastage presents a significant sustainability challenge, contributing to excess carbon dioxide emissions and increased costs.
• Current technological interventions for reducing wastage are often expensive and complex, hindering consumer adoption.

Purpose of the Study:

• To investigate the primary motivations and impediments influencing household electricity conservation behaviors.
• To develop a practical behavioral modification framework to encourage responsible electricity consumption.

Main Methods:

• Utilized Repertory Grid interviews with thirteen household electricity users to explore their perspectives on energy-saving behaviors.
• Analyzed qualitative data to identify key themes related to motivations and barriers in electricity usage.

Main Results:

• Identified altruistic and egoistic reasons as key motivators for reducing electricity waste.
• Perceived behavioral control, hedonism, and self-efficacy emerged as significant impediments to conservation.
• A behavioral modification framework was developed based on these findings.

Conclusions:

• Understanding consumer motivations and barriers is crucial for designing effective energy conservation strategies.
• The proposed framework offers actionable interventions, including reframing sustainability, clarifying responsible consumption, and providing performance feedback.
• This research provides valuable insights for governments and practitioners aiming to reduce household electricity wastage.