Eco-feedback delivering methods and psychological attributes shaping household energy consumption: Evidence from intervention program in Hangzhou, China

Promoting household energy-saving behaviors requires devising effective messages and selecting appropriate message delivery methods. Meanwhile, the specific psychological factors that shape the effectiveness of interventions remains elusive. Based on an energy conservation intervention program carried out in communities in the city of Hangzhou, China in 2016, this paper investigates the impact of eco-feedback and energy-saving tips delivered to households via an instant messaging platform (i.e., WeChat), stickers combined with leaflets, and face-to-face consultations in promoting energy conservation. Psychological attributes including personal values and aspects of decision-making that affect pro-environmental behavior, as well as social and housing demographics were collected and analyzed to identify relationships between household characteristics and the effectiveness of an intervention. The findings suggest that, coupled with eco-feedback, stickers and leaflets (mean rank 37.54) performed better than other alternatives (mean rank 55.34 for WeChat group, 57.08 for consultation group) in encouraging household energy-saving behaviors. The effectiveness of eco-feedback using an instant messaging platform was revealed to be short-lived. Moreover, the study found that psychological features such as the perception of sufficient non-material incentives and opportunity to perform energy conservation behavior, as well as valuing environmental quality, personal health, and leisure time, are significantly correlated with energy savings. The findings not only contribute to future policymaking in demand-side energy conservation, but also provide insights for the cultivation of long-term behavioral changes at the neighborhood level through the effective design of communications and engagement.