Impact of socio-demographic, psychological and emotional factors on household direct and indirect electricity saving behavior: A case study of Pakistan

The population of Pakistan increased by less than 2.26% while the demand for electricity increased by 4.95% annually. It implies that population expansion is the primary factor driving up home electricity usage. To effectively promote energy conservation and address the environmental and financial issues brought on by excessive electricity consumption, it is essential to understand the effect of socio-demographic, psychological and emotional elements affect household electricity-saving behavior. So, this study investigates how sociodemographic, psychological and emotional elements affect household electricity-saving behavior. The theoretical model is based on the theories of planned behavior and interpersonal behavior. Following that, a questionnaire-based survey is done to gather data from 415 homes in Pakistan's Punjab Province. Structural equation modeling (SEM) is used to evaluate the collected data and test the research's hypothesis. According to the findings, attitude, perceived behavioral control, personal moral nom, habit, and intention to save electricity are all significantly associated with electricity-saving behavior, whereas subjective norm, household, positive anticipated emotion, and electricity bill have no effect. The results we obtained highlight the significance of psychological and emotional elements as drivers of energy-saving behavior, implying that these non-cognitive and emotional factors require considerably more focus. By underlining the importance of emotional and psychological factors on household electricity-saving behavior, this research provides insightful data for policymakers, energy suppliers, and environmental organizations. By studying the combined effect of emotional and psychological elements on household electricity-saving behavior, stakeholders may build specialized ways to foster environmentally friendly energy practices and reach sustainable energy objectives in a range of sociodemographic scenarios.