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This study aims to analyze vital indicators for urban consumer’s behavior regarding electricity saving appliances (ESA) to reduce energy consumption at home in Indonesia. The studied appliances are limited to two, refrigerator and air conditioner, as these appliances are the most dominant in consuming electricity energy. There are two equation models proposed for each appliance by using consumers’ perceptions (general and specific perceptions) and external (social environment, weather, and mass media) group variables, usage and habitual behaviors. Using stepwise regression and statistical approaches for 232 surveyed household consumers in Makassar city, the adjusted  R2value for four composed models is between 52% and 59%. Study findings reveal that specific perception significantly influences the usage of both appliances including the habit of consumers for energy saving. Among the examined external factors, the variable of mass media has significance in almost all models. Implications for policymakers suggest applying a priority approach in promoting energy saving to consumers with low specific perception based on the aspect of installed electric power capacity at home, and giving more information via mass media about attributes of ESA including introducing intervention strategies is essential to support sustainable electricity consumption from the consumer’s side.

Factors influencing urban consumers on selecting electricity saving home appliances for managing energy consumption in Indonesia