| Title | Residental energy use: An investigation of consumers and conservation strategies |
| Publication Type | Journal Article |
| Authors | Gaskell, George, and Richard Pike |
| Journal | Journal of Consumer Policy |
| Volume | 6 |
| Issue | 3 |
| Pagination | 285-302 |
| ISSN | 0168-7034, 1573-0700 |
| Abstract | It is often assumed that energy conservation in the domestic sector can be achieved by technical innovation and higher prices supported by media exhortation. This paper argues that the impact of such policies is influenced by both consumers’ personal characteristics and the structural or contextual conditions confronting them. The concept of energy literacy is described and shown to be related to energy saving behaviours and housing tenure, a contextual barrier for tenants given the nature of present energy conservation strategies, A field experiment is reported in which savings in household energy consumption were achieved by a strategy involving motivation, information, and consumption feedback. By itself, consumption feedback had no effect. It is concluded that energy conservation policy must take account of consumers’ personal and contextual characteristics and aim to improve both energy literacy and structural conditions. In achieving the former, strategies which involve personal advice and generate the involvement of the consumer may have more impact than mass media campaigns. |
| URL | http://link.springer.com/10.1007/BF00411397 |
| DOI | 10.1007/BF00411397 |
| Short Title | Residental energy use |
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