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2021 | OriginalPaper | Chapter

13. Promoting Electricity Conservation in Singapore

Author : Martina Cecchini

Published in: Sustainability and Environmental Decision Making

Publisher: Springer Singapore

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Abstract

Interventions based on social norms are used in Singapore to promote electricity conservation. However, evidence on the role that social norms play in driving electricity saving behavior in Singapore is largely missing. With a survey on 365 Singaporean citizens and permanent residents, this study investigates whether social norms are strong predictors of electricity saving behavior or if other constructs such as personal norms or habit are more relevant. We also test how individuals respond to changes in social norms over time with the use of short fictional stories (vignettes). Results indicate that habit is the strongest driver of electricity saving behavior, while the effect of social norms is rather weak. However, we find that when individuals experience a change in social norms over time, their behavior is significantly affected. These findings suggest that providing information on the historical trajectory of the norm may increase the effectiveness of norm-based interventions to promote electricity conservation.

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previous chapter Singapore’s Energy Sustainability Policies

next chapter The Effects of Upward and Downward Social Comparisons on Energy Consumption Behavior

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Title: Promoting Electricity Conservation in Singapore
Author: Martina Cecchini
Publisher: Springer Singapore
Book: Sustainability and Environmental Decision Making
Print ISBN: 978-981-15-9286-7

Electronic ISBN: 978-981-15-9287-4

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-981-15-9287-4_11

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