Navigating towards sustainable energy consumption behavior of households in Lahore Division of Pakistan: consumer’s energy conservation preferences as a catalyst for change

Abstract

Amid the formidable global energy challenges, promoting sustainable energy consumption practices within households has emerged as a promising avenue for addressing energy-related issues and promoting sustainability. This study represents a significant contribution to existing research by examining the factors that shape sustainable energy consumption behavior in households. Drawing upon the Theory of Planned Behavior, the research introduces a unique aspect by examining the role of consumer energy conservation preferences in bridging the intention-behavior gap. For this purpose, the authors analyzed the data of 1,552 households in Lahore division using Partial Least Square-Structural Equational Modelling (PLS-SEM). The key findings of the study showed that consumer’s sustainable energy consumption intentions and their energy conservation preferences are important determinants of sustainable energy consumption behavior, with energy conservation preferences also act as a significant moderator. It was observed that individuals with strong energy conservation preferences are more likely to translate their intentions into actual behavior, demonstrating the significance of these preferences in bridging intention-behavior gap. Moreover, our results reveal that individuals' attitudes and perceived behavior control indirectly impact their sustainable energy consumption behavior. The outcome of the study has broader applicability which carries sustainable policy insights in advancing sustainability and improving energy efficiency.