Energy-Saving Interventions: Framing Information Based on Personal Values

Description

Research aims and objectives: This study aims to examine the effectiveness of an information-based energy-saving intervention and possible significant factors, e.g., information-framing and households’ socio-economic characteristics. We will also investigate the explanatory power of the Theory of Planned Behaviour (TPB), Value-Belief-Norm Model (VBN) and a combined TPB-VBN model.

Theoretical background: The energy sector accounts for over 75% of UK human-caused greenhouse gas emissions. To meet net-zero emissions, behavioural and technological changes are needed, meaning that energy-related interventions may become more frequent. Interventions can frame consequences of energy-saving in several ways, e.g., economic or environmental impacts, which has been found to affect pro-environmental intervention's effectiveness depending on audiences’ personal values.

Methodology: This study is an online 8-month longitudinal field experiment using a randomised-control-trial design. Approximately 500 participants will be sent monthly energy-saving leaflets and 5 surveys recording data including energy meter readings and personal values. This presentation relates to baseline
data recorded during the first survey.

Expected Results: We predict that the effect of framing will vary depending on participants’ values and that socio-economic and property characteristics will impact participants’ energy use and ability to save energy. Additionally, we expect a combined TPB-VBN model will significantly explain participants’ behaviour, greater than individual models.

Limitations: Due to study length, participant dropout may be an issue but compensation for participation is provided to reduce this.

Research/Practical Implications: This study’s findings will identify whether information-framing and personal values interact and, if so, describe how, and whether a combined TPB-VBN model improves our understanding of energy-related behaviour. It will also inform policies and energy-saving interventions
how to effectively frame their information based on their audience.

Originality/Value: This study proposes a new combined TPB-VBN model and investigates how information- framing impacts energy-saving interventions, which is novel for this behaviour.

Intended Audience: The audience is academics and policymakers.

Period	3 Jul 2023 → 6 Jul 2023
Event title	18th European Congress of Psychology 2023
Event type	Conference
Location	Brighton, United KingdomShow on map
Degree of Recognition	International