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Energy conservation awareness using Knowledge, Attitude and Practices (KAP) survey in different categories of consumers: A Case Study



Energy is scarce and expensive yet indispensible for growth and development of any region. Developing countries account for 82 percent of world’s population and use 55 percent of available global supply of energy. In order to improve socioeconomic standards of the vast population of the developing countries like India, the demand for energy is going to rise speedily in the near future. The issue of energy conservation thus becomes extremely vital in the overall economy of the nation.  

Further, energy conservation awareness not only bridges the widening gap between energy demand and availability, but it also helps to inculcate an energy saving mindset and a conscious approach among the society. It is imperative to assess the present level of Knowledge, Attitude and Practice (KAP) on energy conservation across the different sectors, stakeholders and users of different segments and sub-segments, so as to execute energy conservation initiative.

The ‘Knowledge’ refers to the understanding of any given topic, energy conservation, in this case. Attitude refers to the feelings towards this subject, as well as any preconceived ideas that the individuals may have towards it. Practice refers to the ways in which the individuals demonstrate their knowledge and attitude through their actions. The understanding of KAP will enable a more efficient process of awareness creation as it will allow development of tailor made programs according to the needs of the community.    

What actions do you propose?

We propose to collect information through active interaction with the various stakeholders; consumer segments and sub-segments viz. households, educational institutions, commercial establishments like hotels, hospitals & construction business, small-medium and large industrial units etc. using a structured questionnaire. The questionnaire will be developed in consultation with a social scientist, a psychologist and a statistician.

Apart from the personal interactions, efforts will be made to gather information through emails & telephonic-survey. An on-line website will be also launched to facilitate the respondents enter their responses.  If necessary, other tools of qualitative research such as Focused Group Discussions & In depth interviews will be also employed.

Based on the outcomes of the survey, we aim to suggest recommendations and policy framework to improve the energy conservation intervention strategy amongst various consumption segments.

Who will take these actions?

Team Mission Energy will take the actions by identifying and interacting with key stakeholders viz.  senior officers at different civic administration departments, Industry Associations, senior managers at various industries at identified industry clusters, shop floor levels supervisors/workers, households etc.

Where will these actions be taken?

These actions will be carried out as a Case study in a city of Nashik.  It is a city in the northwest region of Maharashtra, an Indian State and is the administrative headquarter of the Nashik District. According to the Census of India, 2011, Nashik had a population of around 1.5 millions. The study will involve various sectors of the city, so as to have an idea of comparative levels of KAP.

How will these actions have a high impact in addressing climate change?

These actions will help to generate awareness about energy conservation which will in turn help to reduce carbon emissions from various from households as well as industries. The impact of carbon emissions on global warming pattern changes is a well-known fact.

What are other key benefits?

One of the important outcomes aimed in the survey is to bring in the idea of energy conservation and energy efficiency techniques to the centre stage among the key energy consumer categories and create an energy conservation mind-set among them. The interactions during the survey will indirectly help to enhance the awareness levels of the stakeholders.

The data gathered from various categories of consumers can be further used for designing strategies to improve their awareness and application levels in the long run. This will also lead to effective implementation of capacity building programs or training programmes through specially designed energy conservation modules of best practices/interventions for different categories/interventions for different categories of the consumer base.

What are the proposal’s costs?

The approximate cost of the proposal is $ 1,00,00 (~ INR 65,00,000) which will cover the cost of manpower, laptops with Internet access to capture the data, local travel, media coverage, website hosting, organising promotional activities and miscellaneous expenses.

Time line

The survey will be completed in a period of 1 year.  The data collected will be analyzed in a period of next 3 months.

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