Abstract
Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.
Highlights
Global warming and associated climate change are some of the most urgent problems affecting the global population [1,2]
A possible explanation for descriptive norms’ effectiveness on a dominantly independent self-construal may be that an innovative cue was integrated into the normative message
A second study will be conducted to examine whether emphasizing selfversus environmental-benefits are more effective depending on an individual’s level of self-construal
Summary
Global warming and associated climate change are some of the most urgent problems affecting the global population [1,2]. The impacts of climate change on our planet have become clearly visible in rising temperatures, extreme weather events, forest fires, heavy flooding and water shortages that cause natural disasters. These disasters are due to the accumulation of greenhouse gases in the atmosphere [1]. In the European Union, households are responsible for approximately 25% of the total energy consumption [6] due to their use of electricity and gas for space and water heating, cooking, and appliances [7].This high consumption emphasizes the need for research that focuses on inducing behavioral change related to household energy conservation [3,4], which can be achieved by practicing curtailment behavior and adopting energy-efficient technologies [5]. We examine individuals’ willingness to purchase an ambient light bulb that turns red in color when energy consumption is high and green when energy consumption is low
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