Information and Energy Conservation

Examines reasons why consumers are not saving as much energy and money as they can using research on the psychology of the energy consumer. The information consumers have and need to have about the energy environment and how individuals process information and the social meanings they attach to conservation behaviors are discussed. It is suggested that an effective information campaign must come from a credible source, contain a specific message, be presented in a vivid and personalized manner, and sensitize people to what they lose by not conserving.