Comparing energy conservation behavior from the perspective of the karma effect

Abstract

Energy conservation has become a priority in transitioning nations from non-renewable energy to renewable and sustainable energy sources. This study aims to provide a comparative analysis by investigating locals' and foreigners’ energy conservation intentions (ECI) and behavior in China. The study combines the theory of Karma and the theory of planned behavior with energy consumption habits in the assessment. A total of 1046 sample data of locals and foreigners were collected across Shanghai in China and analyzed using partial least squares structural equation modeling. The results reveal several significant findings. First, the duty of orientation was found to have a strong influence on equanimity, which in turn significantly affects foreigners' intentions. The duty of orientation also significantly influences indifference to rewards for both local and foreign participants. However, indifference to rewards does not influence locals' intentions but does impact foreigners' ECI. It was found that attitude does not significantly influence locals' ECI but has a substantial impact on foreigners' ECI. Perceived behavioral control was identified as a critical factor, significantly influencing ECI for both locals and foreigners. Intention was found to positively influence behavior for both groups, highlighting the importance of intention in driving actual energy conservation actions. Additionally, habit was shown to play a pivotal role, significantly influencing attitudes, the duty of orientation, intentions, and behaviors for both locals and foreigners. These findings provide a comprehensive understanding of the distinct drivers of energy conservation behaviors across different demographic groups, offering insights for targeted interventions to promote sustainable energy use.