The influence of user awareness on user behavior in electricity consumption at Kumasi technical university (KsTU), Ghana

The use of electricity is very essential and inevitable in the daily activities of all entities including universities. It, however, becomes an issue of global concern when more electricity is used than what is actually needed (excessive electricity consumption). Excessive electricity consumption is an issue of global concern as it contributes to the global environmental and socio-economic problems including climate change and energy insecurity. In the past few years, excessive electricity consumption has been reported in Kumasi Technical University (KsTU) which is reported to be caused mainly by the energy wasteful behaviour of staff and students of the university. This behaviour is attributed to the low level of energy awareness among staff and students of the university. The Norm-Activation Model (NAM) suggests that high level of awareness of energy use and its related consequences (Awareness of Consequence: AC) leads to the development of a feeling of responsibility for contributing to the problems caused by energy use (Ascription of Responsibility: AR). This feeling further leads to the development of moral obligation to reduce the use of electricity (Personal Norm: PN) which subsequently influence behaviour in the use of electricity. The study aimed to explain how the level of user awareness (defined by AC, AR, and PN) influence user behaviour in electricity consumption at KsTU. Therefore with the following subresearch questions: 1. what is the level of user awareness of electricity consumption at KsTU? 2. what is the current practiced user behaviour in electricity consumption at KsTU? and 3. how does user awareness (AC, AR, PN) influence user behaviour in electricity consumption at KsTU? the extent to which the level of user awareness influence user behaviour in electricity consumption at KsTU was ascertained. The study adopted survey as the main methodology and closed ended questionnaires were the main data collection instrument used to gather data from the 196 surveyed staff and students of KsTU. Data attained from the survey was analysed with the aid of SPSS. The findings of the study revealed that the level of user awareness of electricity consumption among staff and students of KsTU is moderate and the more energy campaigns Users are exposed to the higher their level of user awareness (AC, AR, and PN). The practiced user behaviour in electricity consumption was measured as fairly energy saving. Staff were found to be slightly more energy conscious than students in the use of VAC and lighting systems, whereas, in the use of plug-in loads students were slightly more energy conscious than staff. The findings showed no correlation between Users awareness of the negative implications of excessive electricity consumption and their behaviour in the control of VAC, lighting and plugin loads. Likewise, no correlation was found between their feeling of responsibility for contributing to the problems caused by excessive electricity consumption and their behaviour in the control of VAC, lighting and plug-in loads. However, the results showed a significant correlation between users feeling of moral obligation to reduce electricity consumption and their behaviour in the control of lighting and plug-in loads which is in line with the NAM. The findings further suggest that the extent to which the level of user awareness influence user behaviour in electricity consumption at KsTU is moderate. Also, staff and student’s personal norm to reduce electricity consumption was found to have the strongest influence on their behaviour in electricity consumption among the 3 components (AC, AR, PN) of user awareness. Based on the findings it is recommended to the management board of KsTU to invest in increasing the level of user awareness (AC, AR, PN) which will go a long way to improve user behaviour in electricity consumption and consequently help reduce the environmental and socio-economic problems associated with energy use. Recommendations for further and future studies are also made.