Energy-Efficient Lighting: Consumers’ Perceptions and Behaviors

Nam-Kyu Park, Eunsil Lee

Abstract


The aim of the study was to identify consumers’ perceptions of energy-efficient lighting in relation to their
socio-demographic characteristics and the relationship of these perceptions to their behaviors of environmental
lighting. A carefully designed questionnaire was sent to 2,000 randomly selected addresses in the Meridian
Township area in Michigan. In total, 326 respondents returned a completed questionnaire, a response rate of
16.3%. The questionnaire included three types of measures: energy-efficient lighting perceptions in general,
perceptions of compact fluorescent lamps, and environmental lighting behaviors. Environmental lighting
behaviors were measured in energy-efficient lighting usage behaviors and habitual behaviors.
The results indicate that there was a significant relationship between consumers’ environmental lighting
behaviors and lighting perceptions. The consumers who had more positive perceptions towards energy-efficient
lighting were more likely to demonstrate the environmental lighting behaviors. The study also revealed some
significant differences in consumers’ lighting perceptions and behaviors in relation to socio-demographic
characteristics. The findings of the study suggest that policy makers and lighting markets should implement new
methods of promoting energy-efficient lighting more effectively and prevent generating further lighting
misconceptions.

Full Text: PDF DOI: 10.5539/ijms.v5n3p26

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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