One for All? – The Impact of Different Types of Energy Feedback and Goal Setting on Individuals’ Motivation to Conserve Energy

Abstract

We investigate how different types of energy feedback, combined with goal setting, impact on consumers' motivation to conserve energy. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions) on consumers' motivation to save energy. We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents' value types-hedonic, egoistic, altruistic and biospheric-to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve energy and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their energy consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback.