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A research study at The University of Western Australia is analysing how online communication and social media can influence consumer behaviour with the aim of increasing sustainable energy-saving within Australian households.

A team of UWA researchers, led by Winthrop Professor Tim Mazzarol from the UWA Business School, will conduct the ‘Slow the Meter' project in conjunction with industry partners the WA Office of Energy , Synergy , and online research agency pureprofile . Online community engagement experts Bang the Table will supply website and online forum facilitation for the ARC Linkage Project.

The study will determine whether interactive web-based marketing communications can replace traditional ‘above the line' advertising campaigns. It builds on theories of self-determination in which individual behaviour change is influenced by third-party intervention.

"Social media and online information has become a major source of influence within the community. However, it remains a new frontier for marketing managers," says Professor Tim Mazzarol.

‘Slow the Meter' will be conducted over two years and will recruit 4,500 participants from the Perth metropolitan area. The participants' energy consumption data will be analysed before, during, and after the project to measure the study's influence on energy consumption levels.

Four surveys will be disseminated during the study, and some households will have exclusive access to a website that offers information on energy-saving initiatives and the opportunity to engage in online forums. Technical support on energy consumption will be provided by Synergy and the Office of Energy.

According to Professor Mazzarol, "Sustained behaviour change is difficult to achieve. Government agencies and organisations seeking to educate consumers about sustainable energy usage want to ensure the cost-effectiveness and durability of public education and marketing communications.

"Online media is being used within the mix but its effects are poorly understood. Our study seeks to measure the impact of such media, and to see how peer-to-peer exchange through online forums, known as ‘e-word of mouth' might impact".

Michael Kerr, Acting Coordinator of the Office of Energy, says encouraging greater energy efficiency amongst Western Australian household consumers is a key objective of the Office of Energy.

"Determining which forms of public education and communication are most effective in terms of impact will improve our ability to encourage enhanced energy efficiency," he said.

The UWA research team also includes Professors Jill Sweeney, Geoff Soutar and Dave Webb from the UWA Business School, and Professor Brett Nener from the School of Electrical, Electronic and Computer Engineering, with Johannes Kresling as Research Associate.

Media references

Winthrop Professor Geoff Soutar (UWA Business School)  (+61 8)  6488 7885
Aleta Johnston (UWA Public Affairs)  (+61 8)  6488 7797  /  (+61 4) 31 514 677