Electricity-saving behavior antecedents: Electricity-Saving motivations, constraints, knowledge and beliefs

The purpose of this study is to understand how positive and negative factors influence people on performing electricity-saving behaviors in households based on the MOA theory and 'Green Consumption Behavior Model'. Research data were collected through a professional market survey, in which the 1,067 sampling respondents represent the characteristics of Taiwanese population. This study found that, through structural equation modeling, coefficients of most of the paths in the model were significant, with only one exception. In addition to positive and negative factors, effectiveness of intervening variables (such as 'electricity-saving knowledge and beliefs') worth discussion because of their impacts on dependent variables (such as 'sustaining electricity-saving behavior'). Consequently, the effectiveness of direct paths seemed preferable to that of indirect paths. © 2016 IEEE.