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Applying the Theory of Planned Behavior in Predicting Proenvironmental Behaviour: The Case of Energy Conservation

Author

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  • Octav-Ionut Macovei

    (Lumina – The University of South-East Europe)

Abstract

This paper aims to propose and validate a model based on the Theory of Planned Behavior in order to explain consumers’ pro-environmental behaviour regarding energy conservation. The model was constructed using the five variables from Ajzen’s Theory of Planned Behavior (TPB) (behaviour, intention, perceived behavioural control, subjective norms and attitude) to which a variable adapted from Schwartz’s Norm Activation Theory (NAT) was added (“awareness of the consequences and the need”) in order to create a unique model adapted for the special case of energy conservation behaviour. Further, a survey was conducted and the data collected were analysed using structural equation modelling. The first step of data analysis confirmed that all the constructs have good reliability, internal consistency and validity. The results of the structural equation analysis validated the proposed model, with all the model fit and quality indices having very good values. In the analysis of consumers’ proenvironmental behaviour regarding energy conservation and their intention to behave in a proenvironmental manner, this model proved to have a strong predictive power. Five of seven hypotheses were validated, the newly introduced variable proving to be a success. The proposed model is unique and will offer companies and organizations a valuable green marketing tool which can be used in the fight for environment protection and energy conservation.

Suggested Citation

  • Octav-Ionut Macovei, 2015. "Applying the Theory of Planned Behavior in Predicting Proenvironmental Behaviour: The Case of Energy Conservation," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(4), pages 15-32, August.
    • Handle: RePEc:dug:actaec:y:2015:i:4:p:15-32
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    Citations

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    Cited by:

    1. Peter Ansu‐Mensah & Murad A. Bein, 2019. "Towards sustainable consumption: Predicting the impact of social‐psychological factors on energy conservation intentions in Northern Cyprus," Natural Resources Forum, Blackwell Publishing, vol. 43(3), pages 181-193, August.
    2. Olawale Fatoki, 2022. "Determinants of Employee Electricity Saving Behavior in Small Firms: The Role of Benefits and Leadership," Energies, MDPI, vol. 15(9), pages 1-20, April.
    3. Wei-Ta Fang & Mei-Hsuan Huang & Bai-You Cheng & Rong-Jeo Chiu & Yi-Te Chiang & Chun-Wei Hsu & Eric Ng, 2021. "Applying a Comprehensive Action Determination Model to Examine the Recycling Behavior of Taipei City Residents," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    4. Lin Zhang & Liwen Chen & Zezhou Wu & Sizhen Zhang & Huanbin Song, 2018. "Investigating Young Consumers’ Purchasing Intention of Green Housing in China," Sustainability, MDPI, vol. 10(4), pages 1-15, April.
    5. Lin Zhang & Liwen Chen & Zezhou Wu & Hong Xue & Wenlin Dong, 2018. "Key Factors Affecting Informed Consumers’ Willingness to Pay for Green Housing: A Case Study of Jinan, China," Sustainability, MDPI, vol. 10(6), pages 1-16, May.
    6. Xiaojie Zhang & Lili Wang, 2022. "Factors Contributing to Citizens’ Participation in COVID-19 Prevention and Control in China: An Integrated Model Based on Theory of Planned Behavior, Norm Activation Model, and Political Opportunity S," IJERPH, MDPI, vol. 19(23), pages 1-18, November.
    7. Mohammad Badsar & Matin Moghim & Mehdi Ghasemi, 2023. "Analysis of factors influencing farmers’ sustainable environmental behavior in agriculture activities: integration of the planned behavior and the protection motivation theories," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(9), pages 9903-9934, September.
    8. Julia Morgan & Casey Canfield, 2021. "Comparing Behavioral Theories to Predict Consumer Interest to Participate in Energy Sharing," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    9. Peter Onyonje Osiako & Viktória Szente, 2024. "Behavioral Intention in Domestic Heritage Tourism—An Extension of the Theory of Planned Behavior," Sustainability, MDPI, vol. 16(2), pages 1-18, January.
    10. Diana Puspita Sari & Nur Aini Masruroh & Anna Maria Sri Asih, 2021. "Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia," Sustainability, MDPI, vol. 13(5), pages 1-28, March.
    11. Wan Nur Hafizah Wan Hussain & Lilia Halim & Mee Yeang Chan & Norshariani Abd Rahman, 2021. "Predicting Energy-Saving Behaviour Based on Environmental Values: An Analysis of School Children’s Perspectives," Sustainability, MDPI, vol. 13(14), pages 1-14, July.

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