Modelling the energy conservation behaviour among Chinese households under the premises of value-belief-norm theory

Abstract

Energy conservation is a necessary form of green behaviour, as energyproduction and consumption gravely affect the climate. The current studyaimed to explore energy conservation behaviour among Chinese householdsbased on the value-belief-norm framework. This study used a cross-sectionaldesign and collected quantitative data from 1671 respondents through an onlinesurvey. The hybrid analysis techniques of partial least squares structuralequation modelling and artificial neural network analysis were used toanalyse the data. Findings revealed that biospheric values have a positive andsignificant effect on pro-environmental beliefs, awareness of consequences,and ascription of responsibility, which ultimately explains 46.3% of the change inpersonal norms and 42.6% of the change in green trust. The results shed light onthe significant positive impact of green trust and personal norms on the energyconservation intention. Green trust and personal norms can elucidate 27.3% ofthe change in energy conservation intention. The energy conservation intention(39.1%) explains the energy conservation behaviour. The results of ANN analysisrevealed energy conservation intention, personal norms, green trust, andawareness of consequences as the four most significant contributors to theformation of energy conservation behaviour. The current study extended theVNB model with the green trust. It offered empirical evidence on the effects ofpro-environmental belief, awareness of consequences, and ascription ofresponsibility concerning energy conservation intention. Energy policiesshould thus concentrate on addressing energy conservation behaviour,promoting energy-efficient household appliances, and rewarding energyconservation by lowering energy prices for low-energy users.