Analyzing the role of values, beliefs and attitude in developing sustainable behavioral intentions: empirical evidence from electric power industry

Energy conservation is an economic, social, and environmental issue that offers various academic, practical, and policy implications. The growing magnitude, complexity, and relevance of energy wastage have attracted the attention of scholars and practitioners. There is a lack of consumer awareness towards electricity conservation practices of household consumers in the context of developing countries. This research utilized the theory of planned behavior to explain sustainable behavioral intentions in the context of electricity conservation. This research aims to measure the effect of beliefs, values, and attitudes on sustainable behavioral intentions in the energy conservation context. This research hypothesized awareness, compatibility, perceived value, resistance to change, and actual gain as predictors of attitude towards energy conservation and sustainable behavioral intentions. Using survey methodology, purposive sampling techniques were used to collect the data from young household consumers. Data of 246 electricity consumers of Pakistan were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results of the study validate a significant relationship between attitude towards energy conservation and sustainable behavioral intentions. Based on results, it has been established that the amount of actual gain intentions and awareness are the main contributors to attitude towards energy conservation and sustainable behavioral intention. Compatibility and resistance to change were also significant precipitators of attitude towards energy conservation and sustainable behavioral intention. Perceived value was found a significant predictor of attitude towards energy conservation while insignificant towards sustainable behavioral intention. The study findings have a significant impact on government, policymakers, marketers, and academics interested in developing strategies to mitigate the effects of energy wastage. Prevention of resource wastage depends upon the awareness and consumption practices of the customers.