A question of norms and control—factors shaping sustainable energy behavior: a study among various university stakeholders

Abstract

This paper in the journal Gruppe. Interaktion. Organisation. presents a study that uses a subgroup approach to investigate which factors, based on the theory of planned behavior, influence energy saving behavior at a medium-sized university in Germany and whether there are differences between the subgroups. The focus will be on the largest groups within the university (i.e., academic staff, administrative/technical staff and students). For this purpose, multi-group SEM is calculated in two independent cross-sectional samples (t1: N = 1714, t2: N = 1289) collected 2.5 years apart. In addition, a third, independent longitudinal sample (N = 189) was used to examine the causal effects of the theoretical model.The empirical findings partially reveal that injunctive social norms significantly predicted personal norms across subgroups and in both cross-sectional samples, while descriptive social norms negatively influenced personal norms only among the subgroup students. Personal norms and perceived behavioral control positively influenced energy-saving intentions across all subgroups in both cross-sectional samples. Regarding actual behavior, energy-saving intentions significantly predicted behavior across groups and time. The results are largely confirmed in the longitudinal sample. The findings show that subgroup analyzes in the organizational context can provide additional insights, but that overall the context of the organization seems to be significant for all organizational members regardless of the subgroup, as predominantly similar relationships were found between the variables under consideration in three independent samples.