How to Assess Involvement of Electricity end User in Energy Efficiency Improvement - Analysis of Survey Results

It have been demonstrated that by providing better information and feedback on electricity consumption to households, it is possible to achieve a considerable level of energy savings. However, factors that influence the decisions of households to engage in energy saving activities often are not clear. This study uses the goal-framing theory to examine the diffusion of energy efficiency measures in society. Based on a survey, logistic regression analysis was performed to determine a combination of factors that would explain the intention to engage in energy efficiency activities. The model which combined normative, gain and hedonic goals, as well as other variables, explained 51.37% of deviance and 13.05 % of adjusted deviance that is lower if compare with similar studies on intention to adopt eco-innovations. Even though there was no clearly dominating goal identified in the goal frame, the normative motivation was slightly more dominant.