Preliminary Study of Perception and Consumer Behaviour Towards Energy Saving for Household Appliances: A Case of Makassar

Electricity load has tendency to increase over the time. Therefore, efforts to maintain a balance between electricity supply and demand such as increasing energy saving related to the use of home electricity appliances are urgently needed. In general, one of the household appliances which consumes relatively high electricity energy is refrigerator. The purpose of this study is to analyze residential consumers perceptions and their behaviours about electricity energy saving in relation to the usage of household appliances in Makassar, Indonesia particularly for refrigerator. Moreover, typical relationship between perceptions and consumers behaviours is also analyzed by composed two regression models, namely model for usage behaviour (UREFm model) and model for habitual behaviour (HREFm model) by using general perception, specific perception, and external factors as explanation variables. To collect data, a questionnaire was designed for survey which involved 40 respondents as a preliminary study and then statistical tests including regression analysis were applied to analyze usable data. The target of respondent was an owner of a house in Makassar with installed power capacity at least 900 VA. Reliability test shown that all items in the developed questionnaire can be used for main survey as obtained Cronbach's alpha values were above 0.6. Evaluation for consumers perceptions on energy saving in relation to demographic aspect using mean and Standard Deviation values indicated some significant differences. Other results regarding regression analysis shown that both composed models were well validated and had quite good fitness degree with adjusted R-squared values around 49.31% for UREFm model and 80.90% for HREFm model. Among considered variables, specific perception, and external factors were found have significant influence to the usage and habitual behaviours of consumers as confirmed by their p-values in each model below 0.05. Findings of this research can be used as a reference in developing programs for residential consumers such as electricity energy conservation program.