Consumer Behavior and Energy Policy: An International Perspective

By Eric Monnier; George Gaskell et al. | Go to book overview

20
Intention Measures as Predictors of Behavior: Research on Home Heating Conversion Decisions

Dennis C. Andersonand Gerald Rose

The intention's-behavior relationship has been featured in models of consumer behavior and in research on consumer's product purchases. The present study is a pioneering investigation of the potential value of using measures of householders' space heating conversion intentions to predict actual conversions to electric space heating. Results indicate that there is no simple one-to-one relationship. The number of electric heat conversions predicted from intentions measures is only 42 percent of the actual conversion activity experienced. There is both theoretical and practical relevance to continuing the research direction initiated by the present study.


INTRODUCTION

Many theories or models of consumer decision making postulate intention-behavior linkages, but there have been few empirical attempts to assess such linkages, particularly in the area of energy consumption and conservation behavior. This paper attempts to determine the relationships between homeowners' stated intentions to convert to an electric space heating energy source (measured in 1981) and their subsequent actual behavior (measured in three subsequent years). The study was conducted for an electric utility

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