Linking personality traits to behavior-based intervention: Empirical evidence from Hangzhou, China

Abstract

Eco-feedback has been considered as a promising approach to facilitating residential energy-saving behavior recently. However, the mechanism that how personality traits affect effectiveness of eco-feedback with different information delivery method is still unknown. To fill the knowledge gap, an energy conservation field experiment was conducted in residential communities in Hangzhou, China. Three information delivery methods, including stickers, WeChat, and face-to-face consultation, and two intervention contents including eco-feedback and energy-saving tips, were adopted to intervene subject residents separately. The findings suggest that the treatment effect was primarily determined by personality traits, demographics and situational factors. In addition, stickers exert a positive intervention effect during the treatment period, while WeChat and consultation do not reduce energy consumption until late stage of the experiment. In terms of personality traits, the treatment effects of stickers and consultations are more effective than WeChat for open-minded people. Neurotic residents tend to conserve more energy when they only receive energy-saving tips regardless of the information delivery method. Consequently, providing residents with customized eco-feedback according to personality traits can better improve the treatment effect. The policy implications of this research could provide insights into energy demand-side management and promote energy-saving interventions in residential sector.