Autonomous vs. controlling communications about the reduction of heating consumption at home: Spillover to energy-saving intentions and beyond from a self-determination perspective

Abstract

In the face of looming energy supply threats, public policy aims to minimize household energy consumption. Self-determination theory recommends emphasizing arguments that promote basic needs as opposed to control. Behaviors of others (i.e., descriptive norm) and autonomy support can motivate people to reduce their energy consumption. A French national sample (N = 853) was exposed to a communication combining autonomy support and descriptive norm arguments. Participants had a greater intention to reduce home heating consumption, which was the targeted behavior. However, there was also an intention to implement other energy-saving behaviors, which were non-targeted behaviors. Autonomous motivation to adopt energy-saving behaviors mediated this positive spillover effect. Adherence to a governmental plan promoting energy saving (i.e., spillover on policy support) also increased. Controlling communication based on threatening power cuts yielded no effect. No evidence of spillover was found between the energy and health domains, even both of which were supported by governmental policy. An exploratory analysis has shown that trust in government moderates the impact of communications. Communications that support the basic needs of self-determination encourage energy-saving behaviors and compliance with policy measures within the same domain. These findings have implications for practitioners and public policies that aim to implement and tailor communication interventions with broader impacts within the same domain.