Applying the Theory of Planned Behavior in Predicting Proenvironmental Behaviour: The Case of Energy Conservation
Applying the Theory of Planned Behavior in Predicting Proenvironmental Behaviour: The Case of Energy Conservation

Summary/Abstract: This paper aims to propose and validate a model based on the Theory of Planned Behavior in order to explain consumers’ pro-environmental behaviour regarding energy conservation. The model was constructed using the five variables from Ajzen’s Theory of Planned Behavior (TPB) (behaviour, intention, perceived behavioural control, subjective norms and attitude) to which a variable adapted from Schwartz’s Norm Activation Theory (NAT) was added (“awareness of the consequences and the need”) in order to create a unique model adapted for the special case of energy conservation behaviour. Further, a survey was conducted and the data collected were analysed using structural equation modelling. The first step of data analysis confirmed that all the constructs have good reliability, internal consistency and validity. The results of the structural equation analysis validated the proposed model, with all the model fit and quality indices having very good values. In the analysis of consumers’ proenvironmental behaviour regarding energy conservation and their intention to behave in a proenvironmental manner, this model proved to have a strong predictive power. Five of seven hypotheses were validated, the newly introduced variable proving to be a success. The proposed model is unique and will offer companies and organizations a valuable green marketing tool which can be used in the fight for environment protection and energy conservation.

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