Impact of planned power outages (load shedding) on consumers in developing countries: Evidence from South Africa

Energy security and reliable supply are as important as transitioning to cleaner energy production systems. Emotions towards such energy policies and projects should be more constructively responded to by policymakers. We explore how the public's attribution of blame for an energy policy failure when reliable electricity disintegrates in the context of South Africa's load shedding, as well as the public's own volition to reduce energy demand, impacts emotions and resulting behaviour. Results indicate that consumers attribute blame, resulting in anger and frustration, as well as negative word-of-mouth and seeking social support. This study considers load shedding as an ongoing energy policy failure and offers insight into managing specific stakeholders during this time, including developing more effective communication and service recovery strategies that are more consumer-centric and addressing the behavioural problem of decreasing the demand but also managing consumers' emotions and behaviour during such time until effective solutions are implemented. Policy implications include that the Government and the electricity provider should accept responsibility for the service failure, consider public consultations, and develop communication strategies to convey the effect of consumer involvement in energy-saving activities to prevent load shedding aimed at behavioural change benefitting the individual and society.