Abstract:
The primary focus of this body of research is to understand the drivers of consumer behaviour, towards electricity conservation in South African households. The underlying rationale is to influence a reduction in energy consumption by stimulating energy efficient behaviours, thereby reducing the impact of energy use on the environment. The outcomes shall be of benefit to policy makers who need to introduce the most effective interventions, and businesses that are engaged in the design and manufacture of energy efficient technologies and services. Owing to the limited research in South Africa on the subject of electricity conservation behaviour, the study applied a qualitative research methodology to validate the existing theory on energy efficient consumer behaviour, as well as to establish new insights from South African residential electricity consumers. The research findings are consistent with that of past research conducted in the US and Europe with the major difference noted on the level of environmental consciousness. While South Africans are conscious of the concepts of climate change and environmental degradation, they do not readily perceive domestic consumption of electricity as having a detrimental impact on the environment. Their foremost motivation to conserve electricity is inspired by the personal financial savings or potential savings, rather than to appease their conscience with regard to environmental impact. Copyright
