How energy efficiency programs influence energy use: an application of the theory of planned behaviour

Panel: 7. Monitoring and evaluation

This is a peer-reviewed paper.

Authors:
David Lynch, Centre for Regional Innovation & Competitiveness, University of Ballarat, Australia
Peter Martin, University of Ballarat, Australia

Abstract

During the 2007 Australian Federal Election, opposition leader, Kevin Rudd, declared climate change to be “the great moral challenge of our generation”. This claim reflected political and social sentiment recognising climate change and energy efficiency as national priorities. Despite this realisation, implementing energy policy and complementary energy efficiency programs have been problematic. This study examined how energy efficiency programs influence participant behaviour in the context of the Central Victoria Solar City (CVSC) program. CVSC was designed to increase participant energy efficiency, and decrease reliance on non-renewable energy sources. The study used a non-equivalent groups design, which involved analysing electricity and survey data from a sub-sample of 542 matched intervention and control group participants. The results indicate that 5.8% of electricity use reductions in the intervention group can be attributed to the CVSC program. The study found the Theory of Planned Behaviour (TPB) is a plausible model to explain household energy use intentions and behaviour. Intentions to reduce energy use were influenced by environmental and financial attitudes towards reducing consumption and perceived control over such behaviour. This finding suggests that programs that successfully influence participant attitudes towards energy conservation and address barriers to adopting such behaviours are likely to have a positive effect on reducing energy use. The authors propose that changes in intentions and behaviour may be driven by programs fostering more favourable attitudes and beliefs towards energy use rather than by strengthening the relationships between the TPB constructs. This study’s approach contributes to the emerging body of knowledge on suitable methods for evaluating the impact of energy efficiency programs and policies, and understanding their influence on participant attitudes and beliefs.