Understanding household electricity saving in Taiwan through the theory of planned behavior: Focusing on differences between user types

Through a large-scaled quantitative research based on the theory of planned behavior, we intended to find out why people in Taiwan usually do or don't do electricity-saving behaviors at home. Four user types were discovered based on their goal, attitude, and behavior of electricity usage. By understanding the needs of different user types, we can take advantage of knowing users' needs to try to change their attitudes or to increase their energy-saving intentions. © 2015 IEEE.