25 | P a g e economy (Kats, 2010). This business community’s attitude has had a very strong and negative influence on the government’s willingness to implement mandatory climate change action programs. To this effect, many researchers and scholars have started to regard the ‘ecological- citizen’ as the ultimate alternative in addressing looming environmental problems. Hence, the incredulity and lack of willingness to change in the government and the business/industrial community pave way for other communities to be considered. The other communities are the urban resident community, namely ‘households’ and the university community.
26 | P a g e 2.5.1 Households promoting energy conservation
It is worth noting that home appliance consumption of electricity carries a relatively large carbon footprint and can strain the already stretched electricity grid resulting in supply shortages (Cabeza et al, 2014:193). Abrahamse et al (2007) in accordance note that households can make an important contribution to energy conservation as they are in direct use of electrical energy due to their consumption patterns. Energy is utilized within households in various ways that include cooking, water heating and lighting amidst the usage of many other electrical appliances (Steg, 2008). Steg (2008) outline that individuals within households can be motivated to conserve energy mostly by adopting energy saving behaviours, a view supported by Lo et al (2012) that energy consumption reductions by means of energy saving behaviours are in fact viable and feasible. Therefore, the central argument advanced is that the effectiveness of technical innovations aimed at conserving energy is highly dependable on the household member’s attitudes and behaviours towards its utilization. Furthermore, Lo et al (2012:227) argues that “people have the ability to undermine the efficiency of any innovation or initiative that is aimed at reducing energy consumption by their behaviour”. One is then justified in contending that the introduction of energy-efficient appliances will not easily translate into a reduction of the overall energy consumption unless households are motivated to embrace the notions of ‘ecological citizenship’.
In a study in Australia, Hobson (2006) focusing on the productiveness of eco-efficient technologies introduced to households as part of the Australian government ‘Green-Home’ project, highlights the importance of personal behaviour and attitudes. To this end, people within households were enrolled into an eco-modernisation project that involved the usage of recycling bins, shower timers and energy saving bulbs. Typically, the success and the failure of any participating household was solely determined by that particular households’ attitude and behaviour towards the operation of the introduced eco-efficient technologies (Hobson, 2006). It is such findings that prompted Owens and Driffill (2008:4412) to argue that “much emphasis should be placed on household’s behavioural change in order to attain step-changes in energy efficiency and to secure a sustainable energy supply for the future”.
Linked to evidence highlighted above, Abrahamse et al (2005) note that energy consumption in households keeps rising mostly due to the energy intensive appliances used within households and economic growth coupled with an increase in households’ income. These points were also
27 | P a g e highlighted by Cabeza et al (2014) who analysed the growing trends of electricity consumption by investigating home appliances’ utilization. According to Cabeza et al (2014:189) “the continuing demand for new advanced appliances with new functionality is resulting in rapidly increasing electricity consumption in households”. In concluding their study, Cabeza et al (2014) echoed the findings of Abrahamse et al (2005) by stating that energy usage in residential homes is driven by population growth, incomes and energy prices.
2.5.2 The effect of feedbacks on household energy consumption
Energy feedbacks play an important role in motivating households to conserve energy because they make people aware of how their daily activities at home are contributing to energy conservation (Abrahamse, 2007). The provision of information about energy saving to households goes a long way in equipping them with knowledge that will encourage them to reduce their energy consumption. According to Steg (2008) people generally know little regarding how much energy they use particularly those households situated within master-metered apartments. A study conducted by Abrahamse et al (2005) clearly demonstrated the effect of feedbacks, whereby participants who were provided with feedback regarding their energy consumption saved more energy compared to those who did not receive feedback. The notion is that if people are made aware of their energy consumption patterns and how they are negatively impacting on the environment, they are more likely to alter their behaviours and lower their energy consumption levels.
A study in Australia also showed that those participants that were well aware of how their actions were contributing to the conservation of energy were more likely to conduct themselves in an environmentally-friendly way (Hobson, 2006). Similarly, a case study with EcoTeams (small groups of households) in Netherlands that was done over five months documented significant changes in energy–related behaviours and energy use on those households who received group energy feedbacks (Staats et al, 2004). In their study, Abrahamse et al (2005) also emphasized the importance of information in motivating and influencing pro-environmental behavioural change amongst people. Thus, the “households that received an energy-saving booklet and a shower device reported implementing the energy-saving tips more often than households which did not receive the booklet” (Abrahamse et al, 2005:276). Based on the above mentioned studies conducted by different authors in different places, it is clear that research feedbacks and energy-
28 | P a g e saving information are paramount in encouraging households to engage in energy-saving behaviour. In support, Owens and Driffill (2008:4414) clearly advocated for “more interactive, deliberative communication between decision-makers, technical experts, different stakeholders and the public if genuine energy conservation is to be realized”.