In this study, an IT-based persuasive feedback model is proposed, and a prototype system for inducing behavioral change in building users with regard to energy conservation is developed. Based on recently published work in the field of psychology, the proposed persuasive model depicts real-time electricity consumption information in the dynamically changing state or reaction of a virtual object, such as a digital pet, which is visually presented to users on a display device. Users interact with the virtual object, resulting in the promotion of behavior attuned towards energy conservation by influencing emotional or rational thinking. The interactive virtual object implemented in this study is a digital aquarium, which depicts a dynamic ecosystem that changes its visualization according to information from an electricity monitoring system. The visual presentation of the digital aquarium was designed based on the findings of studies into behavioral models. The prototype system was applied in two graduate student offices, where the study was run. Experimental results were analyzed to verify the persuasive effect of the proposed model. In addition, a questionnaire survey was conducted to probe user experiences and opinions regarding the prototype system. Results indicate the proposed model to be an effective approach to promoting and realizing electricity conservation objectives. (C) 2011 Elsevier B.V. All rights reserved.