INFLUENCE OF INDIVIDUAL THINKING STYLE ON ENERGY CONSERVATION BEHAVIOUR IN RESIDENTIAL HOUSEHOLD

Abstract

The exacerbating global environmental issue has led to increased focus on methods to reduce energy consumption. Previously, commercial firms especially firms supplying electrical appliances, were forced to produce energy-saving products in accordance to governmental regulations. However, the focus has now shifted to energy consumers such as residential households. As such, raising consumers’ awareness and knowledge on energy consumption and conservation has become the focal point. Even though many research studies have investigated the effectiveness of various intervention methods, few of such studies have been conducted in Singapore. Additionally, no research has discussed the influence of psychology, specifically thinking style, on energy behaviour. Therefore, the focus of this study was on the relationship of thinking styles of individuals on energy conservation behaviour. This study was conducted with a sample size of 389, in Singapore. The data collected was analysed using the IBM Statistical Package for the Social Sciences (SPSS) to determine the relationship between (1) household demographics and energy conservation behaviour; (2) individual’s thinking style (analytic vs holistic) and energy behaviour; lastly, (3) explore the potential contributory effect of household demographics and individual’s thinking style on households’ energy behaviour. It was found that both usable floor area and income level has a positive but small association with energy behaviour. A negative effect was discovered between education level and energy behaviour. Furthermore, no significant relationship was found between thinking styles and energy conservation behaviour, as well as between thinking styles and demographic factors. However, a small association was established for some items designed to capture thinking styles. This study would provide a detailed analysis of the factors affecting energy conservation behaviour, including a novel idea of analysing the effect of psychology of individuals on energy behaviour. This paper would hopefully help stimulate research of psychology (thinking style) on energy conservation behaviour.