Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior

Understanding and promoting household electricity saving behavior is vital to reduce electricity consumption and carbon emissions. The main purpose of this research is to analyze the effects of non-cognitive (personal moral norm and habit) and emotional factors (positive anticipated emotion) on household electricity saving behavior using a comprehensive model integrating the theory of planned behavior and the theory of interpersonal behavior. The model is empirically tested using questionnaire survey data collected from 320 households. The results indicate that personal moral norm, habit and positive anticipated emotion are important determinants of residents’ intention to save electricity. Furthermore, it is find that habit is also positively associated with electricity saving behavior. However, positive anticipated emotion is negatively associated with electricity saving behavior, which means that residents who present more positive anticipated emotion about electricity conservation intend to save electricity in their daily lives but actually end up consuming more electricity. In addition, the results also suggest that residents with positive attitude towards saving electricity and greater senses of control have stronger intention to save electricity, while the role of subjective norm is not significant. Based on these results, policy implications for research and practice and suggestions for further research are discussed.