Students Energy Saving Behavior - Case study of University of Coimbra

Abstract

According to Portuguese Directorate-General for Geology and Energy, renewable energy in Portugal was the source for 52% of country’s electricity generation in 2010 [DGGE 2010, page 6]. The current Portuguese policy makers in the energy area argue that the story behind Portugal’s success lies in government led initiatives in forms of efficient energy policies, which not only influenced the adoption of renewable technologies but also encouraged people to adopt a more energy efficient behavior.

In the context of a new consciousness around a difficult but desirable environmental, economic and economic equilibrium, consumer behavior plays a very important role.

The overall purpose of this study is to analyze the influence of Energy or Environmental lectures (or both) on university students’ intention to pursue energy saving measures, because they will, in the short run, represent a relevant part of the future end-user consumers and bill-payers and will drive changes in the patterns of energy consumption.

An online survey (N=1582) on students’ energy saving behavior was conducted to predict students’ intention to perform energy saving measures. Based on the received responses, two groups of students were formed: one, with students who had access to one or more Energy or Environmental (or both) lectures and, another, with students who did not have access to Energy or Environmental (or both) lectures. This research departs from AJZEN (1988) Theory of Planned Behavior. According to this theory, students intention to conserve energy was compared between the groups; energy saving advice influence on students’ intention to save energy was analyzed but also the choice between traditional light bulbs and energy saving bulb based on price was discussed.

Final findings show that Energy lectures stand as long term measures that influence students’ intention to engage in energy saving measures. Energy lectures seem to increase student confidence and strengthen the social pressure of the intention to engage in energy saving measure. They have stronger influence on students’ energy saving intention than the television campaigns, for instance.

Measuring the price influence on students’ intention to peruse energy saving measure it was identified that those students who have access to Energy or Environmental lectures (or both) could estimate correctly the price between a traditional and energy saving bulb and have higher intention to engage in energy saving measures.

Furthermore, several interviews with staff in charge of energetic measures at European Universities were conducted to identify energy saving incentives and future measures are proposed to reduce energy demand.