Preferred strategies to foster energy conservation behavior in Batam’s office buildings

Indonesia government has taking initiatives toward energy conservation behavior through regulation, policy and laws. However, the implementation of these laws is still lacking compared to other countries. Thus, Indonesia’s government should start to promote the energy conservation through program or campaign that normally not involve large scale of investment. The identification of the right strategies to foster energy conservation is among the keys to a success program or campaign. This study aims to identify the preferred strategies in fostering energy conservation behavior among office building users in Indonesia. A total of 295 office building users from Bank X in Batam, Indonesia were invited to provide their preferred strategies. Choice based conjoint analysis is used to analyze the empirical data gathered from questionnaire. Seven strategies and eighteen sub elements to foster organizational energy conservation are identified. The strategies comprises of Customer, Cost, Convenience, Communication, Commitment, Cooperation, and Continuity. Communication and Continuity, which were identified as the strategies that will significantly affect organizational user to practice energy conservation in workplace. Surprisingly, Cost strategies was the least preferred strategy in motivating office building users to practice energy conservation which only gained 8.46% in average importance. This study suggests that Communication strategies should be emphasized by management office in designing energy conservation campaign or program in future