Improving awareness of energy conservation: Rocky Mountain City

Abstract

Purpose The purpose of this research project was to improve public awareness to improve public awareness of the importance of energy conservation and to improve the use of simple conservation strategies. A thorough evaluation of the net gain from the numerous energy campaigns rolled out to the public every year is lacking. This study conducted pre- and post-campaign surveys and focus groups to evaluate one campaign’s impact on self-reported energy behaviors. Design/methodology/approach The campaign used television public service announcements and a website to improve awareness of the city’s efforts to conserve energy and to increase individual energy conservation practices. Focus groups (n = 40) were used to identify common barriers to conservation, and pre- and post-surveys (n = 533, 479) were conducted to evaluate the campaign’s effectiveness. Findings Results indicated that the campaign increased positive changes in changing light bulbs and confidence in taking action to turn down thermostats, unplug devices and turn off lights. While follow-up research is needed on the precise mechanism of the psychological process at work, the findings are consistent with the concepts of self and response efficacy as needed components of any behavior change. The authors advocate the adoption of research-informed message design to maximize communication campaign effects. Originality/value This paper demonstrates how the combination of three prominent persuasion theories can be used to develop behavior change campaigns. Also, it is one of the few studies to evaluate the effectiveness of the Energy Star campaign.

Cultivating Energy Conscious Communities: The Path to Increased Efficiency

“…This can encourage changes in people's behavior and habits when using energy [18]. Similar results were also obtained from research conducted by Esty and Winston, which found that campaigns and outreach related to green entrepreneurship could increase public awareness of saving energy and making good use of natural resources [19].…”

Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach

“…Public communication campaigns can be defined as purposive attempts to disseminate information or change behaviors in audiences within a specified time using various communication activities and featuring media messages in numerous channels to produce benefits to individuals and society [24]. In addition, most energy conservation communication campaigns are aimed at individual changes in consumer behavior by presenting positive behavior patterns and shaping appropriate habits [13,[25][26][27].…”