Exploration of images stimulation in raising energy awareness and fostering energy conservation behaviour

Abstract

Energy is an important pillar in supporting the growth of a nation, notably for developing country such as Malaysia. The consumption of energy (per meter square) in large public buildings is accounted for about 70-300 kwh, in which the consumption rate is 10-20 times higher than of the residential buildings. One of the reasons of such high energy consumption pattern is due to lack of energy awareness and pro-environmental behaviour among government office building users. Such non-structural problems can be solved through research agenda by focusing on fostering energy conservation behaviour among government building users. Choong (2009) propose the use of Conceptual Model of Energy Awareness Development Process (CMEADP) in raising energy awareness and to improve energy-use behaviour. According to the model, the first step to create awareness is through presenting appropriate stimulus. By considering the importance of stimulation in raising energy awareness and fostering energy conservation behaviour, this paper explore and suggest the usage of visual communication on how to use image to stimulate energy conservation behaviour among government office building users.