Evaluating the effect of normative feedback on energy conservation in a shared space

Abstract

Normative feedback is considered a cost-effective solution for promoting energy conservation in private homes. However, for occupants in a shared space, who have no or split financial incentives, it remains unclear whether normative feedback is effective in encouraging them to conserve energy. To fill this research gap, this study presented a field experiment to test the energy-saving effect of normative feedback in shared spaces contextualized in shared dorms. Difference-in-Differences analysis was used to examine its effectiveness. The results showed that normative feedback in the form of multi-level reference groups had a significant positive effect on occupants’ behavior change and energy savings in shared spaces, with energy savings of 7.73%. Detailed normative feedback can increase the efficacy of normative feedback in shared contexts, as it provides multi-level feedback with social comparative references. Besides, the effect of normative feedback significantly differed depending on group characteristics (i.e., genders, grades, kinds of users). Normative feedback exhibited a higher energy-saving rate for male groups than female groups. However, most of the male groups whose baseline energy is similar to that of females increased their energy consumption after receiving normative feedback. For males and females with the same baseline energy consumption level, motivating the male group to conserve energy is more challenging. Sending normative feedback to newcomers works better. The element of the injunctive message of normative feedback can partially eliminate the boomerang effect. Moreover, the effectiveness of normative feedback is affected by the duration of messaging, and its positive effect on behavioral change has a time lag of three weeks. However, the energy-saving effect of normative feedback only lasted until the intervention was discontinued. These conclusions provide insights into conserving energy in shared spaces by providing norm-based interventions.