Effects of redesigning the communication of low-income residential energy efficiency programs in the U.S

Researchers have speculated that limited participation in low-income energy efficiency programs is due, in part, to poor communication of program information. In response, we modified Bamberg’s stage-based model of behavior change (SSBC) to understand decision-making amongst low-income residents regarding residential energy efficiency programs. We then used the model to develop a framework for creating more informative communications. As a test of the framework, we redesigned web pages describing low-income energy efficiency programs in accordance with the framework and examined the effect of the change by randomly assigning low-income survey participants (n=348) to an original or redesigned version of the web page for three electric distribution companies. We found that redesigning these web pages directly, or indirectly, via mediation from likeability of a web page, improved low-income respondents’ assessment of program eligibility; increased their ratings of the importance and value of program outcomes; and increased their intentions to apply for and complete the program. The results signify the legitimacy of the framework as a method for reducing barriers to participation in energy efficiency programs, thereby having practical implications for the organizations and policymakers seeking to increase involvement in these programs. We discuss predictors of application intentions and implications for program communications. •Barriers to program participation suggest poor communication of information.•We redesigned web pages to be more informative, using principles of decision science.•Results indicate that the redesigned web pages may better support decision making.•We suggest predictors of program application intentions.•We suggest strategies for improving communications for low-income consumers.