Persuasive real-time feedback on electricity consumption to induce conservation behaviors: An experimental way to further reduce electricity use in a leed-certified building at Purdue University
Abstract
This research analyzes the overall effectiveness of an intervention aimed to induce energy conservation behaviors with its consequent effect in mean electricity consumption. This study was conducted at the Gatewood wing of Mechanical Engineering at Purdue University, a LEED Gold certified energy-efficient building in which its users and occupants have no economic or other incentives to further reduce the energy footprint. A two-week intervention was designed to address the lack of building users and occupants' incentives by providing feedback on the electricity consumption reinforced with persuasive messages. The messages consisted of two components: a descriptive norm, i.e. what is popular, and an injunctive message, i.e. what is socially approved or disapproved. The descriptive component was designed as a made up descriptive norm stating energy conservation behaviors were a common and widespread practice among peers in the building. The injunctive component was a happy face if electricity consumption over the previous day decreased, compared to the baseline period consisting of the previous six weeks. Conversely, a frowning face was displayed if there was an increase. A website showed the real-time feedback in addition to the day-to-day comparisons that were displayed through the two floors of the building. The results of this study indicate that the designed intervention was not effective to reduce overall consumption during the two week intervention compared to the baseline period. However, the analysis of the immediate weeks after the intervention was completed has shown a higher increase of electricity consumption compared to the intervention. Although there was no overall reduction, this suggests that the intervention may have curbed the increase in consumption.
Degree
M.S.
Advisors
Alter, Purdue University.
Subject Area
Sustainability|Energy
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