Using a Unified Model of TPB, NAM, and SOBC to Investigate the Energy-Saving Behaviour of Urban Residents in Vietnam: Moderation Role of Cultural Values

Vu Ngoc Xuan (), Le Thi Loan, Nguyen Minh Hoa and Nguyen Thi Dao
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Vu Ngoc Xuan: Centre for Analysis Forecasting and Sustainable Development, National Economics University, Hanoi 100000, Vietnam
Le Thi Loan: Centre for Analysis Forecasting and Sustainable Development, National Economics University, Hanoi 100000, Vietnam
Nguyen Minh Hoa: Centre for Analysis Forecasting and Sustainable Development, National Economics University, Hanoi 100000, Vietnam
Nguyen Thi Dao: Faculty of Finance, Banking Academy, Hanoi 100000, Vietnam

Sustainability, 2023, vol. 15, issue 3, 1-20

Abstract: This study integrated the theory of planned behaviour (TPB), the norm activation model (NAM), and the stimulus–organism–behaviour–consequences theory (SOBC) to determine how external (subjective injunctive norm, subjective descriptive norm, and perceived behavioural control) and internal stimuli (ascription of responsibility, awareness of consequences) stimulate organisms (attitude towards energy saving and personal norms), which in turn drives behavioural responses (energy-saving intentions and behaviours) and their consequences (energy-saving habits). A sample of 1514 residents of five large cities in Vietnam and a multiple linear regression analysis were used to test the hypothesised model. The results show that external stimuli positively shaped a favourable energy-saving attitude, while internal stimuli aroused individuals’ personal norms. In addition, energy-saving intention, behaviours, and habits were serial mediators impacted by both internal and external stimuli. The results also indicate that a long-term orientation positively moderated the relationship between energy-saving intention, behaviours, and habits, but collectivism only moderated the nexus between energy-saving behaviours and habits. These findings imply that policymakers should focus on conveying information related to energy conservation among surrounding people, increasing citizens’ awareness of the consequences, personal responsibilities, moral obligations regarding saving energy, and should not neglect the informative role of cultural values in energy conservation practices.

Keywords: energy-saving behaviour; energy-saving habit; theory of planned behaviour; norm activation model; stimulus–organism–behaviour–consequences theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:3:p:2225-:d:1046420

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