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TRANSPOSE Working Paper No6: Einflussgrößen auf das Stromsparen im Haushalt aus psychologischer Perspektive
Dörthe Krömker und Christian Dehmel - 2010, 108 pages (Abstract: DE EN) (Download Paper)
Abstract
This study comprehensively analyzes psycho-social as well as socio-demographic factors influencing five selected behavioral patterns of electricity consumption. By means of a nationwide telephone survey (N=1000) the reasons behind buying energy efficient cold appliances and televisions, regularly switching off power strips and other stand-by appliances, and other everyday-life activities (turning off the lights, cooking with lids, using electric savings programs etc.) were disclosed. Also, households using electric heaters were questioned on their willingness to exchange their electric appliance with a heating alternate (N=126). These questionnaires were carried out on the basis of an integrated behavioral model (OSA model).
The results show that every behavioral pattern is caused, in detail, by different influence factors, which must be accordingly considered when drawing up interventions for reducing consumption.
For a general electricity saving behavior, which 65% of the participants claim to have, the influencing factors of the OSA-model are particularly significant. These are: the self-concept concerning parcimony, ecology and orientations towards possession as well as the morally normative aspects (personal norm). Also, the impression that electricity saving is too expensive and complicated through this behavior plays an important role, just as the social environment with its reinforcing function. The use of power strips, which 74% of the participants say to use, is mainly held back by various habits as well as the use of power strips being seen as disturbing and inconvenient. Merely the confidence of being able to handle these difficulties individually (self-efficacy) has a positive impact on this general behavior and impression.
For cold appliances, an electricity consumption rate of under 400 kWh/a may be assumed. From the ecological point of view, this is a very desirable rate. At the moment however, this consumption rate only applies to approximately 30% of the respondents’ households. The actual electricity consumption of refrigerators is not influenced by climate-based or further reaching cost-benefit calculations. Rather, it is affected by the excess demand caused by the lack of space in the existing appliances and by other socio-demographic factors: Tenants use less electricity for refrigerators in comparison to house owners. Only a minority of 14% has the concrete intention to purchase an energy efficient refrigerator. This intention is influenced by the self-image of being innovative, the concept that the electricity consumption of cold appliances is controllable (control of behavior), as well as a currently high electricity consumption of cold appliances. For the next purchase, however, the vast majority (94%) plans to invest in an energy efficient appliance. This intent is
fueled by the belief to support climate protection with the purchase as well as the positive attitude of the remaining household members. House owners are less ready of considering the energy properties of the future cold appliances.
When turning to televisions, the main challenge in saving electricity will be the choice of the most energy efficient appliance when replacing the old set. A soon replacement as with the cooling appliances is not necessary, since the majority of the respondents still uses relatively small CRT tube televisions and new LCD televisions only reduce consumption noticeably, if the screen is not larger that of the previous appliance. The actual electricity consumption of televisions increases with higher income and a possession-oriented self-image (higher amount of appliances). Only a minority of 8% intends to purchase a new television in the very near future. The intention of considering the electricity consumption when purchasing the next television (82%) is influenced by the self-image of being ecological, feeling a moral obligation to save electricity (personal norm) and some particular beliefs. Barriers for this intention are the perception that energy efficient appliances are not available on the market and a higher income.
For electric heaters, only a small minority of the respondents (6%) actually intends a replacement in the near future. This decision is influenced by the view that the replacement would not pay off and that it is the next generation’s responsibility to take care of this matter. Also, the age and the feeling of a moral obligation for saving electricity have an effect. A direct comparison of the people with the replacement intention to people without this intention shows that those intending to replace the electric heater (smaller group) are younger and have a higher income. Further, they see heating by means of alternative energy sources as cheaper, in the long run, and feel guiltier towards environmental problems than the other group of respondents. Furthermore, a number of hampering attitudes are not as dominant, such as feeling not able to afford the replacement, the investment would not pay off or that the next generation will have to handle these matters.
The aggregate electricity consumption of a household is considerably determined by the time the household members spend at home. It is higher in one-family houses and lower in multi-family houses. Further, a strong moral obligation for saving electricity and the impression of being able to control the consumption are of some importance.
This study has, for the first time, analyzed a large set of possible psycho-social and socio-demographic influencing factors for selected behavioral patterns of saving electricity. The results from the psycho-social factors enable a systematic strategy of communicating to these factors and to break down the abovementioned barriers. The results on socio-demographic factors allow the identification of target groups via their particular characteristics.
