Antecedents of electricity saving intentions and behaviour of generation Y and Z of India – a combined use of structural equation modeling and necessary condition analysis

Abstract

At a time when India is making earnest efforts to achieve sustainable development goals, setting decarbonisation targets, this study is timely as it gives important insights for policy making. Electricity-energy saving behaviour is one of the sustainable goals to be achieved, as a part of larger sustainable development goals. This study explores the factors influencing electricity saving intentions and behaviour of generation Y and Z are supportive of sustainable development goals. We also tested the moderating effects of habit on the relationship between intention and behaviour. To achieve the objective of the study we used extended theory of planned behaviour (eTPB) as conceptual framework. The data of was collected from 347 respondents. Partial least square structural equation modeling (PLS SEM) and necessary condition analysis (NCA), reveals that, information publicity, perceived behavioural control, attitude, and personal norms are sufficient conditions for electricity saving intention. They have a significant positive impact on intention. Intention in turn proved to be a significant determinant of actual behaviour and proved to be a necessary condition for a high level of actual behaviour. Habit showed a significant moderating effect on the relationship between intention and behaviour. The combination of both PLS-SEM and NCA techniques lends novelty to the study, as it brings to the fore the difference between sufficient and necessary conditions required to achieve the desired outcome.