Conceptualizing Sustainable Consumption Behaviors among Millennial Employees in the Energy Sector

Abstract

The increasing concern regarding the impact of energy consumption on the environment and the 2050 net-zero emission target necessitates the investigation of behavioral studies in energy consumption among employees. This study aims to develop a conceptual framework for future research on sustainable consumption behavior, specifically focusing on millennials. The conceptual framework links millennials’ sustainable consumption behavior to proactive work behavior through the lens of workplace spirituality. To develop this framework, the paper reviewed published studies related to sustainable consumption behaviors, work values, and behavioral factors across different generations. The review utilized computerized keyword searches in scholarly databases such as SpringerLink, Emerald, ScienceDirect, ProQuest, and Google Scholar. Based on the review’s empirical findings, narrative examples were drawn to construct the conceptual framework. The findings emphasize the importance of exploring millennials’ sustainable consumption behavior in relation to their values and behavioral factors. Proactive work behavior and workplace spirituality are identified as actionable elements to promote sustainable consumption behaviors among employees in the energy sector. Workplace spirituality is proposed as a moderating variable for the relationship between sustainable consumption behaviors and proactive work behavior, providing potential for further research in this area. Given that millennials are a significant generation in achieving sustainable energy consumption goals by 2050, this study focuses on their hiring and training to drive sustainable behavior. It evaluates the influence of HR and organizational behavior factors on sustainable consumption behavior in the energy industry. Practical implications and recommendations aim to assist practitioners and policymakers in analyzing behavioral phenomena to establish and implement sustainable goals for millennials. The paper extends the conceptual underpinning of sustainable consumption behavior by integrating proactive work behavior and workplace spirituality in the context of energy sector millennials. It paves the way for future researchers to empirically investigate and examine these variables in the energy sector. The study’s significance lies in its conceptual contributions to the existing body of knowledge in the field of sustainable consumption behavior.
 Keywords: energy sector, millennials generation, sustainable consumption behaviors, proactive work behavior, workplace spirituality