Japanese Households' Energy Saving Behaviors Toward Social Risks by Conjoint Analysis

Aftermath the earthquake in March 2011, Japanese face the drastic changes in energy environment. We have been concerned about electric power shortage because nuclear power plants cease their operation. In Tokyo, people suffered from the planned power outage and even in Osaka people has been often required to save electricity use at the peak of demand. In case the shortage of electricity, we should reduce electricity use. In addition, we should promote renewable energy sources such as solar and wind power instead of nuclear power and fossil fuel such as oil and coal to reduce greenhouse gas emissions. I analyze the factors that households reduce electricity use by conjoint analysis. I find that households reduce electricity use if monthly electricity rates increase and if they recognize the possibility of outages. It might be effective to announce the possibility of outages or instability of supply to households as a nudge. Keywords: energy saving, conjoint analysis, outages JEL Classifications: C25, L94, Q4