Assessment of user awareness of electricity consumption based on norm activation model: the study of a public university in Ghana

Abstract

Purpose This paper aims to assess user awareness of electricity consumption at a public university in Ghana based on the norm activation model (NAM). Design/methodology/approach The study adopted a survey design, using closed-ended questionnaires as the main data collection instruments. Data was collected from 300 respondents (staff and students) of the university and analysed descriptively using Statistical Package for the Social Sciences. Findings The study found that the level of user awareness (as defined by NAM) of electricity consumption among staff and students is moderate. Therefore, the more energy campaigns users are exposed to the higher their level of user awareness (awareness of consequence, ascription of responsibility and personal norm). Practical implications The findings of this study can assist university management boards and other organisations in recognising the potential for reducing electricity use by increasing user knowledge. Ultimately, this can result in added value. Originality/value The study makes a significant contribution to the literature on the NAM by exclusively focusing on the variables of NAM to assess the level of user awareness of electricity consumption in a university setting.