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Behavioural Change for Efficient Usage of Electricity at Homes

Electricity is not visible or tangible yet always available in our houses. The only way users can keep track of electricity consumption is to look at meters or monthly bills. Energy-monitoring systems promise to help users understand their consumption by visualizing and displaying the consumption data in a meaningful way. However, they are not successful in changing users’ behaviours and sustaining their intentions. The current paper presents a suggestion to promote behavioural change by adapting Diffusion of Innovation (DOI) Theory to stratify the target user groups and apply user-centred design approach when developing a prototype of conceptual electricity monitoring system. Initially, users’ awareness and knowledge levels were measured by a questionnaire identifying and stratifying the target groups who were interested in saving energy in their homes. For one of these groups who are ready to act on an opinion, users’ electricity usage behaviour and their intentions were captured and detailed through interviews. The resulting information was used to develop a series of criteria to design a conceptual electricity monitoring system. The study proposes a case in which DOI stratification of target users may have a potential for behavioural change.