Emotional or rational choice: The influence of individual personality on energy-saving behavior

Exploring the formation mechanism of individual energy-saving behavior, especially from the perspective of individual micro characteristics, is important to alleviate energy shortage and achieve sustainable economic and social development. The impacts of individual emotional personality and rational personality on energy-saving behavior are analyzed by the hierarchical regression analysis, structural equation, and bootstrap method based on 543 samples in this study. The moderating effect of social environmental atmosphere in the relationship between these personalities and energy-saving behavior is considered. The results show that: (1) emotional personality and rational personality have a positive impact on individuals' energy-saving behavior, and emotional personality has a greater positive effect on energy-saving behavior than rational personality; (2) social environmental atmosphere can strengthen the positive effect of emotional personality on energy-saving behavior, but the moderating effect is not significant in the relationship between rational personality and energy-saving behavior. Based on the study findings, suggestions were put forward, so as to enhance the enthusiasm of public to implement energy-saving behavior.