The effect of customized information feedback on individual electricity saving behavior: Evidence from a field experiment in China

Electricity savings from information interventions will play a key role in meeting future carbon reductions. Surprisingly, this subject is still poorly studied and understood in China, where residential electricity consumption is second only to manufacturing in terms of carbon emissions. Despite some studies evaluating the impact of information feedback strategies on individual electricity consumption, these studies ignore individual diversity. This study conducted the field experiment in Nanjing, China, with eight treatment and control groups. The aim was to find out whether: i) general and customized information feedback, ii) single and mixed information strategies, and iii) online and offline information delivery methods have an impact on individual electricity savings. Results demonstrated that customized information feedback was the most effective strategy for reducing electricity consumption in single strategies. Energy-saving knowledge, social comparisons, and customized information feedback, except for environmental education-based information, significantly enhanced individual electricity saving behavior. Mixed strategies are superior to single strategies for influencing individual electricity saving behavior. Notably, customized environmental education-based information had a significant electricity saving effect. Furthermore, the offline information delivery method has a stronger effect on reducing individual electricity consumption. These findings can provide a reference for policymakers to implement effective electricity saving policies.