Effects of informational nudges in promoting household electricity conservation in Indonesia

Household electricity consumption in Indonesia contributes substantially to carbon emissions. Identifying strategies that encourage households to reduce electricity use is essential for developing policies that support the national target of net-zero emissions by 2060. We conducted a field experiment with household customers of the state electricity company ( Perusahaan Listrik Negara /PLN), providing informational nudges through four different interventions. A difference-in-differences analysis revealed mixed results. Economic information, which provided details on electricity use and the estimated costs of operating appliances, was the most effective intervention. Households reduced their consumption by 3.15 % during the experiment period and by 3.92 % in the observation period when nudges were no longer provided. In contrast, social information, which compared a household's consumption with that of neighbours and its own usage history, increased consumption by 3.10 % during the experiment period, indicating a boomerang effect. No significant effect on electricity use was found for households receiving environmental information or combined nudges. When the experiment and observation periods were combined into a single treatment period, the results were similar to those from the experiment period. These findings highlight the importance of providing monthly electricity bills that incorporate informational nudges to promote conservation. Social comparison messages must be carefully framed to reinforce approval for electricity-saving behaviour, while environmental messages should be linked to locally relevant issues. Selecting an appropriate delivery format is also essential for improving communication with households. • Informational nudges influence household electricity consumption behaviour. • Economic information can help reduce household electricity use. • Neighbour comparison and usage history information may lead to higher electricity consumption. • Providing monthly bills with energy-saving tips is important in Indonesia.