“…In this paper, positive or negative emotion refers to the positive or negative mental states when household electricity conservation behaviours are being performed (Wang et al, 2018). Studies have shown that both positive and negative emotional factors such as: pride, excitement, happiness, satisfaction, guilt, anger, contempt, shame and sadness can determine pro-environmental and conservation behaviours (Jhangiani et al, 2015;Schaffner et al, 2015Schaffner et al, , 2017Han and Hyun, 2018). Relating to current studies on proenvironmental behaviours, Schaffner et al (2015) have found that attention is on negative emotions of the individual, yet both positive and negative emotions influence individuals' intention to act pro-environmentally.…”