My Thesis is available for consultation at each main library of the University of the West Indies Mona, Cave Hill and St. Augustine campus.  It explores the concept of behavior change communication when promoting energy conservation in Jamaica.

ABSTRACT

The role of communication in the promotion of energy conservation in the residential sector in Jamaica

Communication approaches used in the promotion of energy conservation in the residential sector in Jamaica is limited in Behaviour Change Communication strategies, yet the aim behind these programmes is to achieve behaviour change.  Impact studies on energy conservation in Jamaica, particularly in the residential sector, have shown that a culture of energy conservation awareness does exist.  However, widespread adoption of this practice is lacking.  There is a significant percentage of the residential population who are still in disbelief about the positive effects that energy conservation can have. However, the ultimate goal is for consumers to adopt the practice of conserving on energy to the extent that it becomes a culture; a way of life. 

The researcher concludes that comprehensive, targeted and far-reaching Behaviour Change Communication (BCC) strategies involving social marketing principles, entertainment-education procedures and the Social Learning Theory (SLT), should be employed when designing energy conservation programmes aimed at behaviour change.  Communication programmes aimed at the residential sector must also incorporate strategies that are appealing and sustainable, hence entertainment-education in the form of music is recommended, as it is culturally appropriate in the sense that people enjoy it and can relate to it. Music is also proven by empirical research to have influence on people's attitudes and behaviour.

This Paper recommends a strategic Behaviour Change Communication Intervention based on the Process and Principles for Health Projects (P-Process Model), for public and private sector agencies to use as a guide when designing energy conservation communication programmes aimed at behaviour change.