Academic journal article Academy of Strategic Management Journal

Promoting Young Adults to Perform Energy Saving Behavior through Message Framing: A Lesson Learned from Indonesia

Academic journal article Academy of Strategic Management Journal

Promoting Young Adults to Perform Energy Saving Behavior through Message Framing: A Lesson Learned from Indonesia

Article excerpt


Young adult's awareness to perform electricity energy saving behavior is still low in Indonesia. A series of preliminary studies had been conducted to confirm these phenomena in Yogyakarta Special Region Province of Indonesia. Results of our preliminary study confirmed that people awareness to perform electricity energy saving behavior is still low. Meanwhile, among electrical consumer segments, young adult is perceived as the segment with least awareness to perform energy saving with highest energy consumption rate. Increasing young adult's compliance to perform electricity energy saving behavior remains an interesting issue to be investigated.

Discussing energy conservation behavior can be performed from many perspective such as macro perspective, micro perspective, and variety approach from knowledge and methodological perspective. Many researches have been conducted in energy saving behavior context (Hori et al., 2013; Bell et al., 2016; Ntanos et al., 2018a: 2018b). In macro perspective, for example, Ntanos et al. (2018b), investigated the relationship between energy consumption from Renewable Energy Sources (RES) and country economic growth (per capita GDP). The study is conducted among 25 European countries. The findings revealed consistent results with the previous research reviewed in this study; there is correlation between the GDP and RES consumption. Higher correlation was found in countries with higher GDP than those with lower GDP.

A micro perspective study with a large sample also conducted in Asia. Hori et al. (2013) investigated factors that influence people to perform energy saving behavior in five major cities in Asia (Dalian, Chongqing, Fukuoka, Bangkok, and Ho Chi Minh). This study found that global warming consciousness, environmental behavior, and social interaction significantly affect energy saving behavior. Social interaction, particularly in rural area was strongly linked to energy saving behavior. This study implies the impact of community-based activities on energy-saving behavior.

The rise of RES usage, become a part of interest in energy-saving behavior study. Social acceptance of RES seems to be important to be investigated. Examining contribution of the use of RES to citizens' quality of life, Ntanos et al. (2018a) found that the benefit of RES is a crucial variable in the forming of respondents' perception about the usage and contribution to life quality. This study conducted in Attica region in Greece, involved 400 residents of urban area.

Almost similar with our preliminary study findings in Indonesia, that young adults (aged 18-24) is the segment with high consumption of energy demand, adolescent (aged 13 to 15 years) also identified as a high consumer of energy according to Bell et al. (2016). Based on this opinion and another reason that adolescent will be adult consumers in the future, Bell et al. (2016) conducted an online intervention based study to investigate the adolescent readiness to energy-saving behavior. A sample of 180 adolescents was recruited to this study, divided into intervention and controlled conditions. Results of this longitudinal study showed that adolescents in intervention condition showed significant increase in self-reported energy-saving behavior during the 6 weeks follow up especially for those who already actively engaged in energy-saving behavior prior to intervention.

Examining message recipient's compliance to energy-saving behavior message is an interesting topic in Indonesia due to-based on our preliminary study findings-low awareness of the community to perform it. According to our in depth interview with the Public Relation Manager of PT PLN Special region of Yogyakarta, many effort had been conducted by the government especially PT PLN, who responsible to provide the electricity in Indonesia. However, our preliminary study found the young adults awareness regarding energy scarcity and awareness to perform energy saving-behavior are still low. …

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