Antecedents of Workplace Energy Saving Behaviour: An Integration of the Theory of Planned Behaviour and Norm Activation Model

Abstract

Hotels are energy intensive facilities and have contributed to environmental problems such as high consumption of natural resources, high emissions of carbon dioxide and waste pollution. Therefore, it is important to understand the factors that can reduce energy (electricity) consumptions in hotels. The study examined the antecedents of employee energy saving behaviour in hotels by integrating the Theory of Planned Behaviour (TPB) and the Norm Activation model (NAM). Data was collected from the respondents through the cross-sectional survey method. The Partial Least Square Structural Equation modelling (PLS SEM) was used to analyse data and test the hypotheses. The results indicated that two TPB constructs (attitude and perceived behavioural control) are significantly positively related to energy saving intention. In addition, three NAM constructs (awareness of consequences, ascription of responsibility and personal norm) are significantly positively related to energy saving intention. Energy saving behaviour is influenced by intention. Recommendations focus on awareness about the negative effects of energy consumption on the environment through education and training.

The Altruistic Connection: Unraveling How Altruism Drives Eco-Friendly Consumer Behavior in Green Marketing (Literature Review)

“…Among these is the Theory of Planned Behavior, asserting that personal intentions and actions are shaped by attitudes, perceived societal standards, and the perception of behavioral control (Ajzen, 2011) . This theory has been instrumental in deciphering consumer response to green products, shedding light on factors that either facilitate or hinder their adoption (Fatoki, 2023;Lopes et al, 2019;Meng et al, 2020;R. et al, 2014;Sabakti et al, 2022;Shanmugavel & Rajendran, 2022) .…”