Work

Unlocking motivation for energy saving: A study of German electricity consumer segments

Year: 2025

Type: article

Abstract: This study examines the role of different types of motivation and their associated locus of regulation among German consumers, aiming to understand their adoption of ‘energy-wise’ consumption behaviors. Cluster analysis reveals distinct approaches needed to support these behaviors. Three clusters emerged: cluster 1, characterized by high autonomous motivation and low external regulation; cluster 2, showing low autonomous regulation, low external regulation, and moderate identified regulation orientation; and cluster 3, demonstrating high autonomous regulation and high external regulation. These clusters varied in their support needs from German energy providers and exhibited different habitual behaviors, with cluster 1 reporting the highest levels of energy-saving behaviors, cluster 2 requiring more nudging, and cluster 3 benefitting from a balanced communication approach to reinforce desired energy-saving behaviors. By addressing consumers' psychological needs and supporting different types of behavior regulation, more effective interventions and communication strategies can be developed to promote sustainable energy behaviors.

Source: Energy Research & Social Science

DOI: 10.1016/j.erss.2025.104082

Authors: Dave Webb, Doina Olaru, Christopher Rastin

Institution: The University of Western Australia

Language: English

Topic: Environmental Education and Sustainability

Subfield: Management, Monitoring, Policy and Law

Field: Environmental Science

Domain: Physical Sciences

SDG: Affordable and clean energy

Open Access status: hybrid

Estimated APC paid: $3,450