Attitude of electricity customers towards energy Efficiency messages in lighting activities: The case Of KPLC'S domestic customers in Nairobi

Abstract

Electricity is a versatile, clean and environment friendly source of energy. Its availability, pricing and use will continue to be important factors as more customers get connected to the national grid in Kenya. However major challenges are expected to continue presenting themselves in the areas of affordability and use. There is emphasis worldwide for promotion of efficient use of electricity in order to benefit various stakeholders such as customers, electricity companies and governments. This is because sources of energy are limited; energy is a major portion of operating costs; there is need to reduce bills; short lead time for energy conservation is advantageous compared to long lead time for new power generation; energy conservation costs are only a fraction compared to new power plants; and it ensures favorable environmental impact. Hence, efficient use of electric energy would playa crucial role in this regard. It is therefore critical to understand the attitude ofKPLC's domestic customers towards electric energy efficiency promotional messages in lighting among other areas, given that this constitutes about 90% of all electric energy usage activities in Kenyan homes. This will help to gauge the effectiveness of such messages disseminated by KPLC and a few NGOs, with a view to developing measures that may facilitate effective use of electricity in lighting activities. This study sought to establish this among domestic customers who form 80% ofKPLC customers countrywide, with the focus being in Nairobi. Using a descriptive research design, it has produced data regarding the key features of customers' attitudes towards electric energy efficiency in lighting and developed profiles of the same. Key among the findings, is that on overall attitude, customers rate as positive and significantly high the attitude variable on believability/credibility of past/current energy efficiency messages as indicated by the calculated standard deviation of 1.03, grand mean of3.9 and coefficient of variation of 26.4 %. Significant also is that 92% of customers in Nairobi have heard about energy saving bulbs and 97% of them are willing to learn more about the bulbs. It was established that the leading attributes contributing to positive attitudes towards energy efficiency messages as well as subsequent positive behaviour, are Savings on electricity bills followed by Long Life and Brightness of energy efficient bulbs. Conversely, the leading attributes associated with negative attitudes on the same are that the bulbs are Too expensive followed by Lack of understanding about their benefits and Lack of believability in their benefits. To be effective, future marketing strategies in energy efficient bulbs should therefore take into account these negative and positive attributes. -- x