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JBE, vol. 23, no. 6, pp.836-854, November, 2018


An Analysis on the Effects of Energy Conservation Consciousness on Korean Energy Saving Behavior - Through Mediating by Energy-Relating Broadcasting Type -

Jung-Il Park, Jung-Gu Park, and Jung-Ho Lee

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This study is analyzing the effects of energy conservation consciousness on Korean energy saving behavior through the mediating effects of energy-related broadcasting media, such as TV. The study is carried out through the survey with structured questionnaire for each factors, using a mediating analysis based on PROCESS Macro proposed by Hayes (2013). The results of the study have been found that people with higher energy conservation consciousness displayed energy saving behavior more frequently and more actively for energy saving behavior as they were more exposed to energy-related broadcasting media. By energy-related broadcasting media the effect of energy public service ad and campaign was the largest at 15.3%, followed by energy news at 12.1%. But energy documentary has no effect on energy saving behavior. Based on the results of this analysis, it is necessary to establish a broadcasting policy that enhances the frequency of energy-related broadcasting media and energy documentary that can induce energy saving behavior. It is also necessary to make efforts to increase the reliability of analysis through empirical data such as electricity bills and fuel cost which show the actual saving level by energy saving behavior.

Keyword: Korean case, Energy Conservation Consciousness, Energy Saving Behavior, Mediating Effects of Broadcastings

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