Development of a personal obligation to shift electricity use: Initial determinants and maintenance over time

The present study is an attempt to determine if the beliefs which underly the formation of an obligation to shift electricity use among household consumers also contribute to maintenance of the obligation over time. Utility customer beliefs about and obligation toward shifting electricity use in their households from on-peak to off-peak times were examined in 1977, when the customers had no behavioral experience with electricity shifting. In 1979, after two years of experience with shifting appliance use from on-peak to off-peak times, customers were again surveyed and the same variables measured. The results indicated that the formation of a feeling of obligation to shift electricity in 1977 use was marginally dependent on other beliefs. By 1979, these variables were completely supplanted by the subjects' self-perception of their shifting behavior. While cognitive variables are important in the initial formation of a personal obligation to engage in shifting electricity use, the perpetuation of a feeling of obligation to shift over a period of years depends on perception of how often electricity shifting was undertaken and how much electricity had been shifted from on- to off-peak times.