Unlocking motivation for energy saving: A study of German electricity consumer segments

This study examines the role of different types of motivation and their associated locus of regulation among German consumers, aiming to understand their adoption of ‘energy-wise’ consumption behaviors. Cluster analysis reveals distinct approaches needed to support these behaviors. Three clusters emerged: cluster 1, characterized by high autonomous motivation and low external regulation; cluster 2, showing low autonomous regulation, low external regulation, and moderate identified regulation orientation; and cluster 3, demonstrating high autonomous regulation and high external regulation. These clusters varied in their support needs from German energy providers and exhibited different habitual behaviors, with cluster 1 reporting the highest levels of energy-saving behaviors, cluster 2 requiring more nudging, and cluster 3 benefitting from a balanced communication approach to reinforce desired energy-saving behaviors. By addressing consumers' psychological needs and supporting different types of behavior regulation, more effective interventions and communication strategies can be developed to promote sustainable energy behaviors.