Abstract
This study investigated consumers' energy saving behavior and perceptions concerning the effectiveness of their energy saving behavior. A nation wide survey was conducted involving 2000 households in urban areas and the data from 1767 households were used for the analysis. excluding cases with incomplete responses. Descriptive analysis, factor analysis, and regression analysis were applied. The results were as follows. First, electricity saving behavior was classified into three categories: Thrift (reducing energy consumption), Purchase (buying energy saving appliances), and Control (checking the energy consumption). Second, consumers rated Thrift as the best way to save energy. Third, education, age, and household income were significantly related to energy saving behavior and perceptions on the effectiveness of energy saving behavior. Consumers using above average levels of electricity tended not to practice energy saving behavior and not to positively evaluate effectiveness of the energy saving behavior. Lastly, the implications for public policies to promote energy saving behavior are suggested.