How social interaction induce energy-saving behaviors in buildings: Interpersonal & passive interactions v.s. public & active interactions

Abstract

Programs and policies that reduce energy consumption take the home, workplaces, and communities as the unit of analysis, with little consideration of the social interactions among people. Based on social interaction theory and behavioral decision-making theory, this paper conducted a questionnaire study and collected >1000 samples to analyze the effects of social relationships, active or passive interaction, and individual characteristics on energy-saving behaviors at different levels of difficulty, such as habit adjustments, equipment upgrades, and housing retrofits. The results show that social interactions positively contribute to individual energy-saving behaviors, but there are significant differences in the effects on different behaviors. Low-difficulty energy-saving behaviors are susceptible to interpersonal and passive interactions, while high-difficulty energy-saving behaviors are susceptible to public relations and active interactions. In addition, individual perceived value and information processing depth play a mediating and moderating role, respectively, in the impact of social interactions on energy-saving behaviors. Based on a new social interaction perspective, the findings of this paper can provide scientific support for the formulation of differentiated, non-economically motivated energy-saving policies.