Integrating Factors that Predict Energy Conservation: The Theory of Planned Behavior and Beliefs about Climate Change

Abstract

A survey of college students was used to examine predictors of four types of energy conservation behavior. Our proposed predictors were derived from Ajzen's Theory of Planned Behavior (TPB) and from problem awareness variables (environmental concern, and knowledge and beliefs about global warming) thought to have indirect effects on conservation via TPB constructs. TPB constructs were significant direct predictors of target behaviors. Perceived behavioral control (PBC) was the strongest and most consistent predictor, predicting all four behaviors, followed by perceived worth (attitude), predicting three behaviors. TPB variables mediated the effects of either environmental concern or beliefs about the consequences of global warming on three behaviors. Finally, there were also significant mediating relationships among TPB variables themselves. Subjective norm predicted perceived worth and PBC, and perceived worth predicted PBC for all but one behavior. Theoretical implications and implications for intervention are discussed. To our knowledge this is the first study to separately demonstrate, in one sample, the predictive value of TPB with respect to different types of energy conservation, and to integrate TPB variables with climate-change beliefs.

Towards sustainable consumption: Predicting the impact of social‐psychological factors on energy conservation intentions in Northern Cyprus

“…This finding is supported by Abrahamse and Steg (), Clement et al . (), Chen and Knight, (2014), and Gao et al . () who found SN insignificant and that it has the weakest relationship with behavioural intentions.…”

“…This buttress what is previously known that PBC is the strongest predictor and is found to have a positive influence on electricity conservation intentions (Ma et al ., ; Clement et al . (). Once individuals have high control over their electricity consumption practices, the greater indication is that they will exhibit energy‐conservation behaviours (Oikonomou et al ., ).…”

“Tax” and “Fee” Message Frames as Inhibitors of Plastic Bag Usage Among Shoppers

“…Axelrod and Lehman (1993, p. 149) argued that environmental concern helps to better understand the range of factors that influence an individual’s choice regarding different environmentally responsible behaviors. Particular to the TPB, several studies have found that TPB variables have the potential to mediate the relationship between environment concern and resultant behaviors or behavioral intentions in studies examining public transportation (De Groot & Steg, 2007) and reduced energy use in the home (Clement, Henning, & Osbaldiston, 2014). In general, consumers who have a high level of environmental concern tend to be more involved in environmental issues (Lee, 2008), and this involvement plays a significant role in influencing the effectiveness of message framing (Maheswaran & Meyers-Levy, 1990).…”

A Systematic Review of the Use of Organization and Management Theories in Climate Change Studies

“…Finally, psychological theories were included, such as the TPB (Ajzen, ), and behavioural economic theories, such as the prospect theory (Kahneman and Tversky, ). These theoretical frameworks have been adopted in consumer studies by investigating individual climate‐friendly behaviours, such as green consumption (Lin, ) and household energy savings (Clement et al ., ), as well as individual climate adaptation (Botzen and van den Bergh, ).…”

“…Clement et al . () surveyed college students to investigate the role of subjective norms and PBC in driving the adoption of climate‐friendly behaviours, while also accounting for students' concerns, knowledge and beliefs about climate change. Lin () complemented TPB with the perceived benefit or cost dimension, measuring individual beliefs about the gains or losses produced by a given action, while investigating Taiwanese households' intention to purchase energy‐efficient appliances.…”