- Category: Smart Grid
18 Jun 2012
- Published on Monday, 18 June 2012 10:31
- Hits (1501)
Some consumers believe controlling parties are manipulating the energy market.
"Many do not believe in global warming or other environmental problems, and thus do not see the need to conserve energy," Ms. Dean said. "This stems from an underlying distrust where the information is generated, typically by the government, utilities, or oil companies." Such consumers believe these controlling parties are manipulating the energy market for either profit or political gain. Education would help consumers be more accepting of governmental policies to encourage conservation efforts, she adds. Consumers are also doubtful of how much difference an individual could make in overall national energy usage, and have the tendency to create a passive response of "someone should do something" instead of the active response to make personal changes, she says. "Many consumers do not know the individual steps that they need to take to conserve energy and thus feel that they lack options," Ms. Dean said. In addition, conflicting values of consumers play a big role, Ms. Dean says. "Non-conserving consumers have competing values about energy consumption and will only choose to make changes if they do not compete with other values. Many feel they work hard and have earned the right to be comfortable." Conflict with these personal goals would prevent conservation efforts. But if utilities understand how they should appeal to different customer values, a more efficient energy system could be drafted, according to the report. – EcoSeed Staff