Changing consumer attitudes to energy efficiency: Midterm results from an advertising campaign
As utilities move away from rebates and incentives, many choose to use educational campaigns as a means to continue energy efficiency acquisition efforts. Measuring these effects is difficult and has long been considered nearly impossible by many in the evaluation community. Given the difficulty of observing behavior changes associated with education campaigns, this project sought to measure the likelihood that consumers exposed to a campaign will take the action. A model of behavior change, the theory of planned behavior developed by Icek Ajzen demonstrates that such is possible. This paper reports on the results of a longitudinal panel study of an energy efficiency mass-market educational campaign, using the Ajzen model with results from a five-wave survey of 1,200 targeted consumers and a control group of 1,200. The first wave collected pre-campaign data in Spring 1997. The authors compare these baseline data with data collected from the second and third survey waves, which were performed in Fall 1997 and Spring 1998, respectively.
- Research Organization:
- Research Into Action, Inc., Portland, OR (US)
- OSTI ID:
- 20006356
- Report Number(s):
- CONF-980815-; TRN: IM200007%%412
- Resource Relation:
- Conference: 1998 ACEEE Summer Study on Energy Efficiency in Buildings, Pacific Grove, CA (US), 08/23/1998--08/28/1998; Other Information: 10 volume set available for $200.00; PBD: 1998; Related Information: In: 1998 ACEEE summer study on energy efficiency in buildings: Proceedings, [3100] pages.
- Country of Publication:
- United States
- Language:
- English
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