Search by item HOME > Access full text > Search by item

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

DOI: https://doi.org/10.5909/JBE.2018.23.6.836

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

C.A E-mail: ant103pzy@hanmail.net

Abstract:

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

Reference:
[1] Kang, Young-Sig, Ma, Ji-Sun, The Effects of Parents' Energy Conservation Awareness and ehaviors on Young Children's Environ- ment-Friendly Attitudes nd Environmental Preservation Knowledge. 2013, Retrieved from http://www.dbpia.co.kr/Article/NODE07212791
[2] Bae-jin Park, A Study on Sustainable Energy Consumption Behaviors and Related Factors, Vol.37, No.1, pp.221-258, 2012.
[3] Kang, Na-Na, Han, Jeong-Won, A Study on the Residents’ Opinion to the Management of Apartment, 2012, Retrieved from http://www. dbpia.co.kr/Article/NODE06605410
[4] Ki Choo, Lim, A Study on the Effects of Residential Energy Consu- mer’s Lifestyle on Energy Conservation Behavior, Vol.22, No.3, pp.262~269, 2013.
[5] Kyungok Huh, An Analysis of Attitude and Behavior for Energy-Saving by the Purchase Style, Vol.13, No.3, pp.17-30, 2009.
[6] Kee Choon Rhee, Jung-Sung Yeo, Hyun Sun Min, Consumers' Energy Conservation Behavior and Response to the Energy Conservation Policies, 1996, Retrieved from http://www.dbpia.co. kr/Article/NODE01089476
[7] JaeHwan Jung, Seung-Jin Kang, An Analysis on the Mediating Effect of Electricity Saving Consciousness in Residential Electricity Saving Behavior- Application and Limitation of Perspective of Behavioral Economics, 2017, Retrieved from http://www.dbpia.co.kr/Article/ NODE07158441
[8] Yoon Y. Cho, Proself and Prosocial Message Appeals and Exploring Consumers' Intention to Purchase a Green Product: Moderating Effects of Public Self-Awareness and Temporal Distance, Vol.27, No.3, pp.55-77, 2016.
[9] Lee Ru Ya, Studies on the Analysis of TV Green Ads and Consumer’s Attitudes, pp.1-99, 2012.
[10] Ki Choo, Lim, Analysis of energy consumption impact of household type energy saving information type, pp.5-146, 2008.
[11] Nam Sook Choi, A Study about the Effect of Energy public Advertisement on the Energy Conservation Consciousness and Behavior, Vol.8, No.2, pp.119-134, 1990.
[12] Soon Bok Kim․Soon Hee Joung, A Study on the Factors associated with Electric Energy Consumption Behavior, Vol.25, No.2, pp.67-91, 2014.
[13] Kim, Yong-Guen, Effect of Educational Materrials from Normal energy Usage Receipt on Saving Energy in Houses, pp.153-163, 2012.
[14] Kyungok Huh, The Analysis of Determining Factors Influencing for Energy-saving Attitudes and Behaviors Related and Electric Energy Consumption, Vol.14, No.3, pp.53-68, 2010.
[15] Hyung-Kwon Lee, Introducation to Mediating, Moderation, and Conditional Process Analysis, sinyeongsa, pp.1-538, 2015.
[16] Shiro Hori, Kayoko Kondo, Daisuke Nogata, Han Ben(2013). The determinants of household energy-saving behavior: savingbehavior: Surveyand comparisoninfivemajorAsiancities, PP. 354-362
[17] Fernando Casado, M. Carmen Hidalgo, Patricia García-Leiva(2017). Energy efficiency in households_The effectiveness of different types of messages in advertising campaigns, PP. 198-205
[18] Seán Diffney, Seán Lyons, Laura Malaguzzi Valeri(2013). Evaluation of the effect of the Power of One campaign on naturalgasconsumption, PP. 978-988
[19] Kaiyu Sun, Tianzhen Hong.(2017), A framework for quantifying the impact of occupant behavior on energy savings of energy conservation measures, PP. 383-396
[20] Neil Simcock, Sherilyn MacGregor, Philip Catney, Andrew Dobson, Mark Ormerod , Zoe Robinson, Simon Ross, Sarah Royston, Sarah Marie Hall(2014). Factors influencing perceptions of domestic energy information_Content, source and process, PP. 455-464

Comment


Editorial Office
1108, New building, 22, Teheran-ro 7-gil, Gangnam-gu, Seoul, Korea
Homepage: www.kibme.org TEL: +82-2-568-3556 FAX: +82-2-568-3557
Copyrightⓒ 2012 The Korean Institute of Broadcast and Media Engineers
All Rights Reserved