Promoting energy conservation: An analysis of behavioral research

Abstract

This book reviews and analyzes the past ten years of research on changing the energy-related behavior of individuals. It reviews the results of about 200 studies and presents them in a form usable by program designers, researchers, and auditors in the field. The book discusses the effectiveness of ways to change people's behavior to save more energy, e.g., to get them to recycle, carpool, or turn down the thermostat. The book analyzes three ways to motivate people to change their behavior: antecedent communications, consequences, and social influences. Antecedent communications are sent to people before they make energy conservation decisions, and include information, prompts, and persuasion. Techniques that change the consequences of acting in a certain way include feedback, incentives, and disincentives. Social influence techniques include group contingencies (rewards predicated on the behavior of a group of people, rather than one individual), demonstrations of ways to conserve energy, and solicitations of individual commitments to conserve. Katzev and Johnson derive lessons from the research on each type of technique.

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