Abstract

The purpose of this study were to investigate; The contact of housewives with governmental public advertisement about the energy conservation, general tendency about the energy conservation consciousness and behavior. For these purposed, a survey was conducted using questionnaires. Data analysis were conducted from 367 housewives with children in Seoul. Used statistical method were Frequency Distribution, percentile, Mean, one Way Anova, t-test, F-test, Pearson's Correlation, Multiple regression Analysis and Path Analysis. Major findings are as follows. 1) Level of public advertisement contact was low. In contrast to , level of energy conservation consciousness, consciousness change, and behavior was adequately high. 2) Statistically significant difference were found in advertisement contact according to the husband's age , Energy conservation consciousness change according to husband's occupation, and energy conservation behavior according to family life cycle. 3) Energy conservation consciousness changes were increased by advertisement contact. Energy conservation behaviors were increased by conservation consciousness and the degree of conservation consciousness change. 4) Governmental public advertisement about the energy conservation has both direct and indirect effect on the energy conservation behavior. From these finds, the following suggestions are made. Governmental effort about the energy conservation advertisement is needed to be activated. And the implications for the future study was need to incorporate the psychological variables in energy conservation study.

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