Understanding household electricity-saving behavior: Exploring the effects of perception and cognition factors

Abstract

Based on a model that generates the theory of planned behavior (TPB) and the norm activation model (NAM), this study aimed to determine how positive and negative perceptions affect people's willingness to save electricity. It also verified the moderating effect of cognition of price and subsidy policies on residents’ electricity-saving intentions and behaviors. An empirical test was conducted using data on 658 urban residents in the Yangtze River Delta. The results indicated that perceived monetary benefit and perceived environmental benefit both positively affect residents’ willingness to save electricity, but that the effect of perceived inconvenience is significantly negative. Residents’ cognition of electricity price and subsidy policies exerts a prominent positive moderating effect between electricity-saving intentions and behaviors. In addition, perceived behavioral control and personal moral norms indirectly affect electricity-saving behaviors by affecting intentions. Finally, relevant policy recommendations for promoting energy conservation and emissions reduction in households are proposed.