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Using Online Communities to Reduce Energy Consumption: A Field Experiment

Author index

IEEE Computer Society Technical & Conference Activities Board [Publisher's information]

2011 International Joint Conference on Service Sciences

Using Online Communities to Reduce Energy Consumption: A Field Experiment

Content Provider	IEEE Xplore Digital Library
Author	Sweeney, J. Webb, D. Soutar, G.N. Mazzarol, T.W.
Copyright Year	2012
Abstract	This study investigates the potential of an online intervention, namely an online community, to reduce energy consumption among consumers. The study model, underpinned by Self-Determination Theory, explores how such an intervention can enhance consumer psychological needs of autonomy, competence and relatedness in the energy saving context. This would be highly beneficial to energy providers, such as our industry partner, for two reasons. First, satisfaction of these psychological needs drives intrinsic motivation to perform the behaviour and, subsequently, the performance of the desired behaviour and further that such behaviour is more likely to be sustained over time compared with extrinsically motivated behaviours. Second, this approach, if supported, represents a relatively low-cost communication approach compared to both traditional media at one extreme and one-to-one interventions at the other. The study involves an online field experiment across four time periods. Data is currently being collected and preliminary results will be presented at the conference.
Starting Page	307
Ending Page	312
File Size	160748
Page Count	6
File Format	PDF
ISBN	9781467319928
DOI	10.1109/IJCSS.2012.49
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2012-05-24
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Industries Self-determination theory Energy-saving Energy consumption Online intervention Intrinsic motivation Communities Government Psychology Humans Australia
Content Type	Text
Resource Type	Article

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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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