Reducing household energy consumption: A qualitative and quantitative field study

One hundred and twenty households in Bath, U.K. had their energy consumption monitored over a 9-month period and compared (weather-corrected) to the previous year's consumption. Participants (with the exception of the control group) received feedback in various forms, i.e. consumption compared to previous consumption or to similar others; energy saving tips in leaflets or on a computer; or feedback relating to financial or environmental costs. Respondents were interviewed after the start of the study to establish their income, socio-demographic status, environmental attitudes and the extent to which they already engaged in conserving activities. Participants also took part in focus groups after the final meter readings were taken. Overall the results indicated that income and demographic features predicted historic energy consumption but not changes in consumption during the field study, where environmental attitudes and feedback were influential. Of all the feedback groups, the installation of computers helped reduce consumption most markedly. Furthermore, people with positive environmental attitudes, but who had not previously been engaged in many conservation actions, were more likely to change their consumption subsequent to the feedback period. Recommendations are made both for energy conservation policy and future research. (C) 1999 Academic Press.