When it is not about the money: Social comparison and energy conservation among residents who do not pay for electricity

Abstract

We conducted two field experiments to promote summer electricity conservation among low-to-moderate income households that do not pay for energy. Both experiments were conducted during summer months when electricity use increases, and both focused on reducing use of air-conditioning. Study 1 delivered face-to-face communications that provided normative feedback (comparison to neighbors’ energy use), an indoor ambient room thermometer, energy saving tips to reduce window air-conditioning use, free compact fluorescent lamps (CFLs), and a written commitment. Results showed a reduction in average summer electricity use of 2.7% compared to a control condition. Study 2 eliminated the face-to-face contact by instead providing materials under residents’ doors. Study 2 compared a revised normative feedback condition to a revised normative feedback plus intrinsic prime condition (that connected energy use, smog, and childhood asthma) to a no contact control condition. The revised normative feedback condition resulted in short-term average electricity reductions of 5.8% and longer term (12 months) average electricity reductions of 5.3%. The revised normative feedback plus intrinsic prime condition resulted in average short-term savings of 1.4% but no evidence for longer-term savings. Combined, the results show that normative strategies can promote electricity conservation in living situations where there is no direct financial benefit. These results are relevant for a range of contexts pertaining to residents who do not pay for their energy usage. These two experiments advance the understanding of normative research in the social sciences to promote energy conservation in the absence of financial benefits.