The meaning of normative processes for energy conservation

Abstract

A national survey has been conducted in the Netherlands on attitudes, beliefs, norms, intentions and behavior with respect to energy conservation. The questionnaire was constructed according to the Fishbein model on attitude-behavior relations. In this paper the basic dimensions of normative influence are examined theoretically. An analysis was made of the impact of normative pressure on energy conservation based on the data of the questionnaire. The results indicate that energy conservation consists of a heterogeneous set of behaviors and that a general disposition to conserve energy does not exist. Many people experience some pressure from others with respect to energy conservation, but institutional reference-groups (such as the government, scientists) were seen as stronger in sending these norms than personal reference-groups (as the family and friends). The impact of social norms on intentions to conserve energy appeared to be rather weak, which leads to a pessimistic view about the effectiveness of a normative approach. Only in specific situations where basic conditions are met such as the possibility of monitoring and sanctioning, one may be more optimistic. The nuclear family is suggested as a social system with a strong potential for influencing conservation behavior.