Electricity Energy Saving In Indonesia Households: A Look at Communication Campaign Programs and the Importance of Environmental Attitudes to Help Address the Electricity Crisis

Abstract

The objectives for electricity-saving in the household sector created by Government of Indonesia are quite demanding . This study was used to encourage households ( n = 884 ) in Depok, Indonesia to reduce their direct electricity use to explore the potential for achieving those targets. The purpose of this analysis was to find out whether the environmental attitudes act as a moderator between mass media exposure and interpersonal communication on electricity-saving behavior. The preliminary finds that mass media exposure is not directly related to environmental attitudes. O n t he other hand, i nterpersonal communication has linkages to the environmental attitudes and electricity-saving behavior among households . However, environmental attitudes are also believed to be one of the important factors that do a major role. When assessing the importance of mass media exposure and interpersonal communication on electricity-saving behavior, this occurs because the environmental attitudes was not the role of moderator . We conclude that by discussing the implications for the targeting of policy measures to tap the e lectricity- saving potential in households, it is necessary to examine changes in electricity-saving behavioral determinants. Communications cultural context of Indonesian society to change environmental attitudes and their behavior can use a small group communication preceded the use of mass media in furthering the message of energy conservation and electricity-saving.