Determinants of Household Energy Saving Behaviour: An Application of the Goal Framing Theory

Abstract

Households are an important group that can be targeted to help reduce energy consumption and mitigate climate change. Drawing on the Goal Framing Theory (GFT), the study investigated the determinants of household energy (electricity) saving behaviour. The study examined the direct effects of the three principal constructs of the GFT (gain motivation, normative motivation and hedonic motivation) on household electricity saving behaviour. In addition, the study investigated the mediating effects of normative and hedonic motivations in the relationship been gain motivation and energy saving behaviour. The study adopted the quantitative research approach and the cross-sectional survey method was used to collect data from the respondents. The Partial Least Square Structural Equation modelling (PLS SEM) was used to test the hypotheses. The results indicated that gain, normative and hedonic motivations are significantly positively related to household energy saving behaviour. The mediating effects of normative motivation and hedonic motivation in the relationship between gain motivation and electricity saving behaviour are significant. The innovation of the study is the development and testing of a theoretical model that examined both the direct and indirect effects of the GFT constructs in the context of household energy saving behaviour. Empirically, the study contributed to the body of knowledge on the factors that affect household energy saving behaviour. Recommendations include communicating the economic and environmental impact of energy saving behaviour to households.