The Role of Values, Moral Norms, and Descriptive Norms in Building Occupant Responses to an Energy-Efficiency Pilot Program and to Framing of Related Messages

Abstract

This study examined building occupants' responses associated with an occupant-based energy-efficiency pilot in a university building. The influence of occupants’ values and norms as well as effects of two educational message frames (descriptive vs. moral norms cues) on program support were tested. Occupants’ personal moral norm to conserve energy predicted willingness to dress differently; perceptions that other occupants tried to conserve energy were related to increased intention to complain about the program. Those who received the descriptive-norms message were somewhat more likely to say they might complain about the program. Implications for communicating about similar energy-saving interventions in large organizations are discussed.