Improving awareness of energy conservation: Rocky Mountain City

Sarah Keller,Jennifer Leonard,Brenda Dockery,Hayley Southworth,Mary Mcnally,A.J Otjen,Timothy J Wilkinson

doi:10.1108/jeet-10-2020-0011

Abstract

Purpose The purpose of this research project was to improve public awareness to improve public awareness of the importance of energy conservation and to improve the use of simple conservation strategies. A thorough evaluation of the net gain from the numerous energy campaigns rolled out to the public every year is lacking. This study conducted pre- and post-campaign surveys and focus groups to evaluate one campaign’s impact on self-reported energy behaviors. Design/methodology/approach The campaign used television public service announcements and a website to improve awareness of the city’s efforts to conserve energy and to increase individual energy conservation practices. Focus groups (n = 40) were used to identify common barriers to conservation, and pre- and post-surveys (n = 533, 479) were conducted to evaluate the campaign’s effectiveness. Findings Results indicated that the campaign increased positive changes in changing light bulbs and confidence in taking action to turn down thermostats, unplug devices and turn off lights. While follow-up research is needed on the precise mechanism of the psychological process at work, the findings are consistent with the concepts of self and response efficacy as needed components of any behavior change. The authors advocate the adoption of research-informed message design to maximize communication campaign effects. Originality/value This paper demonstrates how the combination of three prominent persuasion theories can be used to develop behavior change campaigns. Also, it is one of the few studies to evaluate the effectiveness of the Energy Star campaign.

Highlights

With rising economic costs and environmental concerns, many efforts are conducted around the globe each year to reduce energy consumption
This paper examines the success of one social marketing approach to reduce energy consumption in a Rocky Mountain city
The campaign tried to increase awareness about global warming and conservation practices by urging consumers to switch to energy saving light bulbs, such as compact florescent light (CFL) and light emitting diode bulbs (Energy Star, 2008)

Summary

Introduction

With rising economic costs and environmental concerns, many efforts are conducted around the globe each year to reduce energy consumption. The PHM framework outlines how to develop effective campaigns by combining parts of three prominent persuasion theories – Theory of Reasoned Action (TRA; Fishbein and Ajzen, 1975), Elaboration Likelihood Model (Petty and Cacioppo, 1986) and Protection Motivation Theory (Rogers, 1983) – to offer an integrated approach to generating culturally, demographically and geographically appropriate messages and campaigns. In this campaign, primary research included interviews, focus groups and a pre-campaign survey to assess the audience’s attitudes toward conservation. Analyses of the project and media campaigns, together with the results of the survey research, are included

Background

Results

87.4 Confidence in taking

Conclusion and policy implications