Communication and Energy Conservation

Abstract

Surveys of homeowners in two Wisconsin communities examined the relationship of media use to a set of cognitive, attitudinal, and behavioral components of energy conservation. The perceived importance of the energy issue was associated with media use in both communities. In addition, this relationship was stronger the more energy related the communication variable. Communicaton did not, however, relate consistently to energy behavior. Utility pamphlets had opposite relationships with energy conservation across communities. It is suggested that conservation campaigns must take into account the communication and energy use environment of specific groups of consumers, and that research into the impact of mass media on energy issue salience is particularly important in times of energy “gluts.”