Behavioural modification framework to address wastage in household electricity consumption

Abstract

Household electricity wastage poses a sustainability issue. Ergonomic interventions that prevent wastage through technological innovations are expensive and complex, making consumers unwilling to adopt them. The study aimed to investigate the motivations and impediments in avoiding electricity wastage. Thirteen Repertory Grid interviews were conducted on household electricity users relating to the behaviour of those living with them. The key motivational themes found were altruistic and egoistic reasons while the impediments were perceived behavioural control, hedonism and self-efficacy. Based on the research findings, a behavioural modification framework was developed to encourage consumers to adopt a higher level of responsible electricity practice through the following suggested interventions – (1) reframing sustainability from ‘future-for-others’ to ‘present-for-us’, (2) clarifying responsible consumption and (3) performance feedback. The research identified the key motivations and impediments of being a responsible household electricity user and provided a framework to encourage a higher responsibility level.Practitioner Summary: Household electricity wastage poses sustainability issue: excess CO2 & high costs. We developed a mindset changing behavioural modification framework. We investigated HFE issues: motivations & impediments of avoiding the wastage, i.e. altruistic, egoistic, behavioural control, hedonism & self-efficacy. The framework provides governments insights into strategies to address the wastage.