Research On The Influence Mechanism Of Guilt Intervention On Residents’ Energy Saving Behavior Under Peer Group Living Situation

Guiding energy conservation and emission reduction in the field of life is an important measure to build a resource-saving and environment-friendly society.To fully implement the concept of national energy-saving action and pay attention to life energy-saving,we need to pay attention not only to the energy consumption of traditional family residents,but also to the energy consumption of many other types of energy users.Guiding residents to save energy under the group situation is an important part of building a resource-saving and environment-friendly society.Guilt is an effective means of information intervention to guide energy-saving behavior.This paper will explore the effects and differences of personal guilt or collective guilt in the context of peer group life.Based on the cognitive dissonance theory,social loafing theory and social exchange theory,this paper,from the perspective of guilt,conducts a 15 week field experiment with college dormitories as samples,and explores the influence mechanism of guilt intervention(personal guilt vs.collective guilt vs.conventional energy-saving reminders)on the actual energy-saving behavior of the same generation residents in the group life situation,And analyze the difference of current effect and lag effect of different types of guilt on energy-saving behavior,using the method of Propensity Score Matching,Difference in Difference and Difference in Difference in Difference method for data analysis,in order to control the internal and external influence as much as possible.The results show that:(1)stimulating the guilt of group residents can promote the occurrence of energy-saving behavior,and the effect of personal guilt group is better than that of collective guilt group.Compared with the control group,the electricity consumption of personal guilt group,conventional energy-saving reminder group and collective guilt group decreased by 12.4%,9.3%and 4.2% respectively.(2)The results show that the activation of personal guilt is better for male residents to save energy,but there is no difference in collective guilt;the activation of personal guilt is better for groups with higher power consumption level in the past,but there is no difference in collective guilt;the activation of collective guilt is better for groups with lower grade,but there is no difference in personal guilt.(3)The maintenance of energy saving effect needs continuous guilt activation.This study expands the scope of the research group of residents’ energy-saving behavior,and can provide theoretical basis and policy suggestions for guiding the formulation of energy-saving behavior strategies of the same group of residents in the group life situation.