Rural Residents’ Willingness to Adopt Energy-Saving Technology for Buildings and Their Behavioral Response Path

Abstract

There is an urgent need to promote the technical means of energy conservation in rural buildings. However, it is difficult to inspire enthusiasm among rural residents to implement the mandatory building energy conservation policy, resulting in invisible and avoidable waste. Based on the characteristics of energy-saving technology for buildings and the theory of planned behavior, structural equation modeling was adopted to explore the transformation process of the “cognition–willingness–behavior” of rural residents. The model results validate the hypothesis that behavioral attitudes, subjective norms and perceived behavioral control influence the adoption of energy-efficient building technologies by rural residents. The results show that in terms of the factors influencing rural residents’ willingness to adopt building energy-saving technology, behavioral attitudes have the greatest impact, followed by subjective norms and perceived behavior control, and that rural residents’ subjective norms can indirectly promote their willingness to adopt building energy-saving technology, which is mediated through their behavioral attitudes. The paper concludes with suggestions for countermeasures to enhance buildings’ energy efficiency and energy management in rural areas.