Unlocking motivation for energy saving: A study of German electricity consumer segments

IF 6.9 2区经济学 Q1 ENVIRONMENTAL STUDIES

Energy Research & Social Science Pub Date : 2025-04-23 DOI:10.1016/j.erss.2025.104082

Dave Webb , Doina Olaru , Christopher Rastin

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引用次数: 0

Abstract

This study examines the role of different types of motivation and their associated locus of regulation among German consumers, aiming to understand their adoption of ‘energy-wise’ consumption behaviors. Cluster analysis reveals distinct approaches needed to support these behaviors. Three clusters emerged: cluster 1, characterized by high autonomous motivation and low external regulation; cluster 2, showing low autonomous regulation, low external regulation, and moderate identified regulation orientation; and cluster 3, demonstrating high autonomous regulation and high external regulation. These clusters varied in their support needs from German energy providers and exhibited different habitual behaviors, with cluster 1 reporting the highest levels of energy-saving behaviors, cluster 2 requiring more nudging, and cluster 3 benefitting from a balanced communication approach to reinforce desired energy-saving behaviors. By addressing consumers' psychological needs and supporting different types of behavior regulation, more effective interventions and communication strategies can be developed to promote sustainable energy behaviors.

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释放节能动力：德国电力消费群体研究

本研究考察了德国消费者中不同类型的动机及其相关监管的作用，旨在了解他们对“能源明智”消费行为的采用。聚类分析揭示了支持这些行为所需的不同方法。形成了三个集群：集群1具有高自主动机和低外部调节的特征；集群2表现为低自主调控、低外部调控、中等识别调控取向；集群3，表现出高度自主调节和高度外部调节。这些集群对德国能源供应商的支持需求不同，表现出不同的习惯行为，集群1报告最高水平的节能行为，集群2需要更多的推动，集群3受益于平衡的沟通方法，以加强期望的节能行为。通过解决消费者的心理需求和支持不同类型的行为调节，可以制定更有效的干预和沟通策略，以促进可持续能源行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Energy Research & Social Science ENVIRONMENTAL STUDIES-

CiteScore

14.00

自引率

16.40%

发文量

441

审稿时长

55 days

期刊介绍： Energy Research & Social Science (ERSS) is a peer-reviewed international journal that publishes original research and review articles examining the relationship between energy systems and society. ERSS covers a range of topics revolving around the intersection of energy technologies, fuels, and resources on one side and social processes and influences - including communities of energy users, people affected by energy production, social institutions, customs, traditions, behaviors, and policies - on the other. Put another way, ERSS investigates the social system surrounding energy technology and hardware. ERSS is relevant for energy practitioners, researchers interested in the social aspects of energy production or use, and policymakers. Energy Research & Social Science (ERSS) provides an interdisciplinary forum to discuss how social and technical issues related to energy production and consumption interact. Energy production, distribution, and consumption all have both technical and human components, and the latter involves the human causes and consequences of energy-related activities and processes as well as social structures that shape how people interact with energy systems. Energy analysis, therefore, needs to look beyond the dimensions of technology and economics to include these social and human elements.