The sustainable consumer: an in situ study of residential lighting alternatives as influenced by infield education

Abstract

This research examined consumers' barriers to adoption of sustainable residential lighting alternatives and explored the impact of infield education on attitudes towards three lighting alternatives: incandescent, compact fluorescent light and light‐emitting diode. The study measured the effectiveness of hands‐on activities and an interactive educational presentation regarding sustainable residential lighting sources. Research objectives included the following: (1) to examine the changes in consumers' intentions to purchase sustainable lighting alternatives before and after residential field tests and educational sessions and (2) to examine consumers' attitudes towards sustainable lighting alternatives. Consumers' attitudes were investigated in relation to their willingness to buy sustainable lighting alternatives. A pre‐test survey was administered to examine the respondents' knowledge of sustainable lighting, their level of satisfaction with their existing home lighting choices and their willingness to consider sustainable lighting alternatives. Participants (n = 105) then performed reading and writing tasks under the three lighting types. Next, the participants were exposed to interactive education sessions explaining the benefits and detriments of the lighting alternatives. The educational area displayed fact sheets, sample bulb packaging and actual lighting fixtures lamped with sustainable and unsustainable sources. The educational presenter encouraged participants to ask questions about sustainable lighting and suggested ways that consumers can reduce their carbon footprint by choosing more efficient technologies for residential lighting. Participants were informed about the initial costs, return on investment, lamp life and lamp waste. The presenter directed the consumers how to properly dispose of bulbs. The findings revealed an increased understanding of the energy efficiency, sustainability and associated costs of the three lighting types. Consumers indicated preferences towards adopting the initially higher priced sustainable lighting particularly compact fluorescent lighting.

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