"Consciousness" in Energy Conservation Behavior: An Exploratory Study

Heslop, L. A., Moran, L. & Cousineau, A. (1981). "Consciousness" in energy conservation behavior: An exploratory study. Journal of Consumer Research, 8, 3, 299-305.

An analysis of 6 yrs of electricity consumption in Canada, along with questionnaire data, highlights the importance of household characteristics and family size in predicting electricity consumption. Of the attitudinal variables, only price consciousness was related to energy use; neither social responsibility nor energy and environmental consciousness measures were related to energy use.

Find this article online
Site Courtesy of
McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing