PurposeGiven the rapid increase in energy consumption in the residential sector in Jordan recently, the question of how to promote energy-saving behavior in Jordanian households is an emerging topic that is receiving increasing attention from scholars and academics. Generally, there is an unresolved paradox in the literature concerning electricity-saving behaviors. On one hand, numerous studies highlight energy-saving behaviors. On the other hand, recent research indicates the presence of significant untapped potential in electricity-saving behaviors. Therefore, it is useful to revisit the construct of these behaviors qualitatively to expand understanding. The study aimed to provide a better understanding of electricity energy-saving behaviors in terms of its motivations, barriers and support mechanisms from household heads' or household members' perspectivesDesign/methodology/approachQualitative study in a sample of households in north Jordan was conducted in the Irbid province using grounded theory methodology. The analysis of qualitative data involved coding, followed by the integration of codes into more comprehensive categories and themes and interpreting the findings.FindingsThe results identify the motivations for households to save energy, the main barriers to indulging in electricity energy-saving behaviors, and the main support mechanisms and perceived support of electricity energy-saving behaviorsPractical implicationsThe findings bear significant implications for targeted interventions in the study area, improving motivations and addressing local barriers and can inform future policy issues by tailoring initiatives to the specific context.Originality/valueThis study is distinguished by being the first study that specializes in electricity energy-saving behavior of households in Jordan, using new methodology and techniques (qualitative survey).
