Feedback on Household Electricity Consumption: Learning and Social Influence Processes

Abstract

In this paper, we present results from a project aiming to develop a new feedback technology to support sustainable living in private households. Against the backdrop of a review of the relevant literature and based on qualitative family interviews and registration of the households' electricity consumption, we evaluate the effects of giving households detailed feedback about their electricity consumption on a small liquid crystal display (LCD) screen. Twenty Danish households participated in the study over a 5-month period. A new feedback system was developed in a user-involved innovation process. The average electricity saving in participating households is estimated to 8.1%, compared with a 0.8% saving in the control group. The qualitative interviews revealed that the feedback made household electricity consumption more visible and salient, and empowered electricity consumers to take action with respect to lowering their energy consumption. In addition, the feedback stimulated social influences processes related to energy savings between spouses as well as between (teenage) children and their parents. Notably, families with teenage children appear to be particularly receptive to this type of feedback.

Keywords: consumer learning, energy conservation, feedback, sustainability, technology