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Money or mind? What matters most in influencing low-income earners to be energy efficient?

2017; Emerald Publishing Limited; Volume: 8; Issue: 1 Linguagem: Inglês

10.1108/jsocm-08-2016-0039

2042-6771

Rebekah Russell‐Bennett, Rory Mulcahy, Jo-Anne Little, Tim Swinton,

Sustainable Building Design and Assessment

Purpose Designing a social marketing intervention for low-income earners requires an understanding of the key motivations. As part of the Low-Income Earner Energy Efficiency Programme, this study investigates the key factors that influence energy behaviours amongst Australian young low-income earners as part of the Reduce Your Juice social marketing programme. The authors also investigate the effect of gender. Design/methodology/approach An online survey of 753 low-income renters was conducted using validated measures. The data were analysed using structural equation modelling. Findings The two factors that had the highest influence on intentions for energy-saving behaviours was the “mind” factor of self-efficacy and “money” factor of price concern. There were gender differences in the effect of bill control and price concern on intentions for different energy efficiency behaviours. Practical implications This study provides guidance on the factors to emphasise when designing an energy efficiency programme for low-income earners. Social implications This study provides evidence for different motivations amongst low-income earners for energy efficiency programmes and that a “one size fits all” approach may not be effective. Originality/value While there is high interest in the public sector for motivating young-adult low-income earners to change their energy behaviours, little is known about the key factors that motivate intentions to engage in these behaviours.