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. On the other hand, interpersonal 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 were not the role of moderator. We conclude that by discussing the implications for the targeting of policy measures to tap the electricity-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.

Keywords: Mass media exposure, Interpersonal communication, Environmental attitudes, Electricity-saving behavior

JEL Classification: Z10