Factors Affecting Energy Consumption: Two Field Tests of the Fishbein-Ajzen Model

Summary One hundred and thirteen students and 506 consumers in a statewide sample participated in two studies which investigated the relationship among variables defined by the Fishbein-Ajzen model, situational factors, and energy consumption measures. Correlational analyses with the student sample indicated that one of the situational variables, knowledge, predicted energy usage relatively accurately. In addition, the standard Fishbein-Ajzen model appeared to be moderately useful in understanding energy consumption. With the statewide sample, similar results were found except that the situational variable of income rather than knowledge was the most potent predictor. A manipulation attempting to alter the information level of the students yielded a change in knowledge, but no change in the Fishbein-Ajzen measures. It was concluded that given the complex nature of energy consumption, multiple treatments are probably necessary to increase conservation.