Public Responses to Emergency Energy Conservation Messaging: Evidence from the 2021 Winter Storm in Norman, OK

This study investigates if and how energy consumers respond to public appeals for voluntary conservation during an extended and extreme winter energy emergency. Public appeals are an increasingly important tool for managing demand when grid disruptions are anticipated, especially given the increase in severe weather events. We add to the few studies on winter energy crises by investigating a case where there were repeated public appeals during an extended event. Using a survey implemented via social media immediately after the February 2021 winter storm, we asked residents of Norman, Oklahoma a series of questions about their responses to the public appeals distributed by the utility company, including if they followed the actions suggested in the messages as well as where they got information and their level of concern about the storm impacts. We compare mean responses across a range of categorical answers using standard independent t-tests, one-way ANOVA tests, and Chi-square tests. Among the 296 respondents, there was a high degree of reported compliance, including setting the thermostat to 68 degrees Fahrenheit or lower (72%), avoiding using major appliances (86%), and turning off non-essential appliances, lights, and equipment (89%). Our findings suggest a high degree of willingness to voluntarily reduce energy consumption during an energy emergency. This is encouraging for energy managers: public appeals can be disseminated via social media at a low cost and in real time during an extended emergency event.