Does news propaganda really affect residents’ electricity rebound effect: New evidence of non-price information

Abstract

The average electricity consumption per capita in China still has significant room for growth. Under the current rigid residential electricity pricing, it is very important to study how factors other than price can promote electricity conservation among residents. This paper uses micro-survey data of 2018 and 2020 to analyze energy efficiency and the rebound effect through a stochastic energy demand frontier model, as well as to examine the role of news propaganda in this context. The research conclusions are as follows: (1) News propaganda promoting electricity saving can weaken the rebound effect of electricity use, which can lead to better electricity savings. (2) The energy efficiency of residential electricity has improved significantly compared to previous years, and the rebound effect has decreased. (3) Electricity prices have a negative impact on electricity consumption, while income, household size, home area, and extreme temperatures have a positive impact. Based on these conclusions, we propose policy recommendations to address the current inflexibility in residential electricity pricing and to improve the efficiency of electricity use among residents.