ABSTRACT
Empowe ing Sus ainable Choices: The Impac
o Sel -E icacy and Response E icacy on
Ene gy Conse a ion A i udes and Beha iou s
D Belinda Senooane
Uni e si y o Sou h A ica
h ps://o cid.o g/0000-0002-9884-8522
[email p o ec ed]
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 255-279
Doi: h ps://doi.o g/10.5281/zenodo.17599791
The nega i e consequences o unsus ainable ene gy consump ion ha e in ensi ied he u gency o p omo e
conse a ion beha iou a he indi idual le el. While echnological ad ances and policy in e en ions ha e been use ul
in shaping ene gy conse a ion beha iou s, indi idual-le el beha iou s ha e eme ged as a c i ical a enue o ene gy
conse a ion. D awing on he Values–A i udes–Beha iou (VAB) amewo k, his s udy de elops and es s a model
explaining he ole o sel -e icacy and esponse e icacy in shaping ene gy conse a ion beha iou , wi h alue o ene gy
conse a ion and a i udes owa ds ene gy conse a ion se ing as media o s. Da a we e collec ed om a sample o
504 ene gy use s in Sou h A ica and analysed using s uc u al equa ion modelling. The indings e ealed ha esponse
e icacy has a signi ican , posi i e in luence on bo h he alue o ene gy conse a ion and he a i ude owa ds ene gy
conse a ion. Sel -e icacy, while p edic ing alue o ene gy conse a ion, had no e ec on a i ude. The s udy also
con i med ha alues and a i udes in luence ene gy conse a ion beha iou and ha bo h ha e a posi i e media ing
e ec . The s udy con ibu es o he ene gy conse a ion li e a u e by es ablishing he ole o e icacy belie s in in luencing
he alue o ene gy conse a ion and highligh ing he cen al ole o alues and a i udes in ene gy conse a ion. The
s udy also p o ides policymake s wi h insigh s on how o p omo e ene gy conse a ion by le e aging e icacy belie s.
Keywo ds: sel -e icacy, esponse e icacy, alues, a i udes, ene gy conse a ion
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 256
1. INTRODUCTION
In ecen imes, go e nmen s wo ldwide ha e in ensi ied e o s o s imula e sus ainable de elopmen and cu b
unsus ainable consump ion (Li e al. 2025; Nasee , Hunj a, Palma & Bagh 2025; Yong, Ahmed, Wang, Rjoub & Bilan
2024). The i a ional and un es ained use o he wo ld’s esou ces has led o o e consump ion, which in u n has
con ibu ed o he deple ion o some o he wo ld's mos c i ical esou ces (Chen & Usman 2025; Gajdzik, Wolniak,
Nagaj, Žu omskai ė-Nagaj & G ebski 2024). To ad ance sus ainable de elopmen , he UN’s Sus ainable De elopmen
Goals (SDGs) we e es ablished, wi h a ious in e na ional e o s unde way o achie e hese goals. SDG 7 speci ically
calls o “a o dable, eliable, sus ainable, and mode n ene gy o all” (Uni ed Na ions 2024). Howe e , despi e access
o eliable elec ici y being ensh ined in SDG7, many households in de eloping na ions s ill s uggle wi h ene gy po e y
(Donou-Adonsou, Basne & Ma hey 2025; Djeunankan, Njangang & Oumbé 2024; D ago & Ga o 2023). In hese
coun ies, nea ly a billion people ha e li le o spo adic access o elec ici y (Wiese & an de Wes huizen 2024).
Despi e his, ene gy demand, pa icula ly in households, con inues o ise (Chen & Usman 2025; Nasee e al. 2025).
A he same ime, schola s ha e a gued ha , wi h household ene gy usage con ibu ing signi ican ly o o al ene gy
consump ion (Le-Anh, Nguyen, Nguyen & Duong 2023), one o he bes and mos cos -e ec i e ways o educing
ene gy consump ion is o encou age indi idual ene gy-sa ing beha iou (Ceylan & Özbakı 2022; Słupik, Kos-
Łabędowicz & T zęsiok 2021). While echnological ad ancemen s and policy in e en ions a e c ucial o cu bing
ene gy consump ion (Akh a uzzaman, Bane jee & Boubake 2025; Han, Peng, Guo, Aslam & Xu 2025), beha iou al
dimensions o ene gy conse a ion emain equally i al, wi h he e e yday ac ions o indi iduals being as impo an o
he achie emen o SGD7 as echnological ad ances and policy in e en ions (Le-Anh e al. 2023; Shi, Wang & Wang
2019). Howe e , policymake s in de eloping coun ies end o o e look he beha iou al aspec s o he nega i e impac s
o en i onmen al deg ada ion (Naeem Nawaz, Al i, Rehman & Riaz 2022). Consequen ly, unde s anding wha
mo i a es indi iduals and households o engage in ene gy conse a ion is essen ial o de eloping e ec i e
in e en ion s a egies ha p omo e sus ainable ene gy use.
In ligh o his need, his s udy examines he psychological d i e s o ene gy conse a ion. Roo ed in he Value
A i ude Beha iou F amewo k (VAB), he s udy's objec i e is o unde s and how sel -e icacy and esponse e icacy
in luence consume alues and a i udes owa ds ene gy conse a ion, and o de e mine how hese alues and
a i udes subsequen ly d i e ene gy conse a ion beha iou . Sel -e icacy is an indi idual’s belie in hei abili y o
success ully pe o m a beha iou , while esponse e icacy e lec s he pe cep ion ha such beha iou will p oduce
meaning ul ou comes (Ko he e al. 2019). Wi hin he VAB amewo k, such belie s can s eng hen he link be ween
alues and a i udes by os e ing con idence in one’s capaci y o ac in acco dance wi h hose alues. The hie a chical
VAB amewo k posi s ha deeply held pe sonal alues in luence speci ic a i udes, which in u n shape beha iou al
in en ions and ac ual beha iou s (Sheikh e al. 2025). In he con ex o p o-en i onmen al beha iou , he VAB
amewo k sugges s ha indi iduals' undamen al alues ega ding en i onmen al p o ec ion and sus ainabili y se e
as he ounda ion o de eloping speci ic a i udes owa d ene gy conse a ion, ul ima ely mani es ing in a ious
conse a ion beha iou s (Sheikh e al. 2025; Kim & Hall 2021).
Building upon his heo e ical ounda ion, he indings o his s udy a e impo an o wo main easons. Fi s ly, he
s udy ex ends he VAB amewo k o include sel -e icacy and esponse e icacy as p ecu so s o he alues and
a i udes ha mo i a e ene gy conse a ion. Despi e hei es ablished ele ance in isk-p e en ion and p o-
en i onmen al beha iou s (Baah, Saleem, G eenland, Tenakwah & Chak aba y 2024; Hedaya i, Damghanian,
Fa hadinejad & Ras ga 2023), hei combined e ec on ene gy conse a ion a i udes and beha iou s emains
257 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
unde explo ed (Zhang, Nke iah, Shi & Cheng 2024; Chen & Yeh 2017). Secondly, cu en ene gy conse a ion
in e en ions o en ocus on echnological solu ions, inancial incen i es and policy conside a ions bu o e look he
psychological and beha iou al d i e s (Hnin, Ja ed, Ka njana, Jeenanun a & Kohda 2025; Jan & Asi 2025). By
demons a ing he ole o sel -e icacy and esponse e icacy, his s udy p o ides e idence-based insigh s ha can
guide he design o mo e e ec i e policies, awa eness campaigns, and educa ional in e en ions aimed a
s eng hening indi iduals’ con idence and belie in he impac o hei ene gy conse a ion ac ions. Ul ima ely, by
explo ing hese ac o s, he s udy seeks o iden i y he pa hways o enhancing indi idual ene gy conse a ion
beha iou , especially du ing imes o ene gy s ain. Insigh s om his esea ch will help design s a egies ha will
inculca e a cul u e o ene gy consciousness and empowe consume s o con ibu e meaning ully o ene gy secu i y.
2. LITERATURE REVIEW
2.1 ENERGY CHALLENGES IN SOUTH AFRICA
Sou h A ica, despi e being he la ges economy in A ica, and i s posi ion as he bigges p oduce o elec ici y in
he egion (In e na ional Ene gy Agency 2024) has g appled wi h he challenge o ene gy po e y o almos wo
decades. In he la e mon hs o 2007, he coun y began implemen ing “load shedding” (Inglesi-Lo z 2023), a challenge
ha pe sis ed un il ecen ly (Wiese & an de Wes huizen 2024). Load shedding is a e m ha e e s o mo ing pa s
o he na ional g id o line in o de o lessen he load on he powe supply (Mabunda, Mukonza & Mudzanani 2023).
This ac ion, which causes olling blackou s, is due o insu icien elec ici y gene a ion as a esul o he poo s a e o
he gene a ion acili ies, as well as he limi ed capaci y o p oduc ion and dis ibu ion (Wiese & an de Wes huizen
2024). These powe ou ages posed a signi ican h ea o he coun y’s e e yday economic li e and caused a majo
se back o he long- e m g ow h p ospec s o he coun y (Ma ope & Phi i 2024).
O e he yea s, a ious easons ha e been ad anced o he pe sis ence o load shedding, including he b eakdown
o powe s a ions, elec ici y he , inc eased manu ac u ing echnologies, and he exponen ial g ow h in he numbe o
elec ici y consume s a e he go e nmen ’s accele a ed e o s o p o ide ene gy o he p e iously disad an aged
(Ma ope & Phi i 2024; Mabunda e al. 2023; Ri chie, Engelb ech & Booysen 2023). Rega dless o he speci ic eason,
one hing has emained ce ain: load shedding has been one o he coun y’s mos c i ical challenges. Nega i e e ec s
include dis up ed p oduc ion, economic loss, income inequali y, dis up ed inancial se ices, inc eased ood insecu i y,
unemploymen and nega i e men al heal h ou comes (Dlamini, Rampedi & Kwenda 2025; Wiese & an de Wes huizen
2024; Inglesi-Lo z 2023). The e o e, gi en Sou h A ica’s posi ion as he leading p oduce o elec ici y in A ica and
he nega i e impac s o load shedding on he coun y’s economic and social li e, s eng hening ene gy conse a ion
e o s is essen ial o long- e m s abili y.
2.2 ENERGY CONSERVATION BEHAVIOUR
Ene gy conse a ion beha iou , a subse o p o-en i onmen al beha iou , e e s o all he ac ions ha educe o e all
ene gy usage, including elec ici y (Piao & Managi 2023). Ene gy-sa ing beha iou s encompass all he daily and
habi ual p ac ices whe e indi iduals use ene gy, bu wi h a speci ic ocus on usage educ ion (Naeem Nawaz e al.
2022). Consume s ypically engage in ene gy-sa ing beha iou by ei he engaging in ene gy cu ailmen o adop ing
ene gy-e icien sys ems (Nguyen, Le, Lim, Dang-Van & Nguyen 2025). Fo he pu poses o his s udy, ene gy
conse a ion was concep ualised as comp ising habi ual, in e pe sonal and es ic ed ene gy conse a ion (Li e al.
2024). Habi ual beha iou s in ol e all ac i i ies in ended o educe excess ene gy consump ion (e.g. using ene gy-
e icien ligh bulbs). Cons ained beha iou s a e hose aimed a making li es yle adjus men s o achie e he desi ed
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 258
ene gy conse a ion (e.g. no using ai condi ioning daily). In e pe sonal ene gy-sa ing beha iou s p omo e ene gy
conse a ion in o he s by leading by example (e.g., an employee who consis en ly swi ches o ligh s and elec onic
de ices when hey a e no in use may inspi e colleagues o do he same). Unde s anding he di e en ene gy-
conse a ion beha iou s p o ides a amewo k o unde s anding he psychological ac o s ha d i e hem. To explo e
hese d i e s, he s udy adop s he Value A i ude-Beha iou (VAB) amewo k o link indi idual alues and a i udes o
ene gy conse a ion beha iou .
2.3 THE VALUE ATTITUDE-BEHAVIOUR (VAB) FRAMEWORK
The VAB amewo k a gues ha an indi idual’s decision-making p ocesses a e go e ned by a sequen ial e ec ha
o igina es om alues ha lead o speci ic beha iou s (Sheikh e al. 2025). De eloped by Home and Kahle (1988),
he amewo k is p emised on he idea ha alues se e as mo i a o s o a i udes and beha iou s and sugges s a
cou se o ac ion in he ollowing o de : alue → a i ude → beha iou (Nazi o a & Bo bala 2024). The hie a chical
model sugges s ha deeply held pe sonal alues in luence speci ic a i udes, which in u n shape beha iou al in en ions
and ac ual beha iou s. The VAB model has been used ex ensi ely in consume beha iou li e a u e, including g een
pu chase beha iou , sus ainable ood consump ion, and en i onmen ally iendly echnology p oduc s (Sheikh e al.
2025; Pa k & Namkung 2024; Go ae s & O a Olsen 2023). Based on hese p e ious wo ks, he cu en s udy
p oposes ha he VAB amewo k p o ides a obus heo e ical ounda ion o unde s anding he psychological
mechanisms unde lying ene gy conse a ion beha iou s. The s udy ex ends he VAB amewo k o include sel -e icacy
and esponse e icacy as possible an eceden s o a i ude and alue o ene gy conse a ion. Building on his heo e ical
ounda ion, he nex sec ion ocuses on how e icacy belie s in luence consume s’ ene gy conse a ion beha iou s.
2.4 EFFICACY BELIEFS
Social-cogni i e heo ies o human beha iou ha e emphasised he ole o pe cei ed e icacy in shaping beha iou
(He be e al. 2025). In his con ex , pe cei ed con ol, which is one’s belie ha hei abili y o exe change in hei
en i onmen will lead o a posi i e ou come, is c i ical o decision making (Yang & Delgado 2025). E icacy - which
mani es s as sel -e icacy and esponse e icacy, is seen as one o he mos powe ul an eceden s o pe sonal ac ion
(He be e al. 2025). E icacy has also been ound o be a powe ul p edic o o p o-en i onmen al beha iou (Zhang
e al. 2024; Rainea & Ch is ensen 2022). This is also ue o ene gy conse a ion beha iou s. Fo ins ance, Choi and
Ha (2021) ound bo h sel -e icacy and esponse e icacy (concep ualised as pe sonal ou come expec ancy) o ha e
posi i e associa ions wi h beha iou al in en ion and policy suppo ega ding ene gy conse a ion. Collec i ely, hese
indings highligh he cen ali y o e icacy belie s in mo i a ing beha iou , which p o ides a s ong a ionale o
in eg a ing e icacy cons uc s in o he VAB amewo k in he p esen s udy.
3. HYPOTHESIS DEVELOPMENT
3.1 CONCEPTUAL MODEL
The s udy p oposes a concep ual model which posi s ha sel -e icacy and esponse e icacy a e cen al o os e ing
posi i e a i udes owa ds ene gy conse a ion and in insic alue o ene gy conse a ion, which in u n lead o ene gy
conse a ion beha iou . The hypo heses a e depic ed in igu e 1 below.
259 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
FIGURE 1: RESEARCH FRAMEWORK AND PROPOSED HYPOTHESES.
3.2 SELF-EFFICACY AND ENERGY CONSERVATION
When aced wi h a po en ial h ea , people end o engage in p o ec i e beha iou s ha hey belie e can elimina e
he h ea (Ko he e al. 2019). The likelihood o engaging in said beha iou depends on people’s pe cei ed abili y o
pe o m he p o ec i e beha iou (Chen & Yeh 2017). In his s udy, sel -e icacy e e s o he indi idual consume ’s
belie ha hey can engage in he necessa y conse a ion ac ions o educe hei ene gy usage. P e ious esea ch has
con i med he ole o sel -e icacy in p edic ing a ious p o ec i e beha iou s, including ene gy conse a ion (Baah e
al. 2024; Choi & Ha 2021). Fo ins ance, Zhang e al. ( 2024) con i med he ole o sel -e icacy in p edic ing ene gy-
sa ing beha iou in he con ex o he social cogni i e heo y. Simila ly, Kuang, Hu and Chen (2025) ex ended he
p o ec ion mo i a ion heo y o s udy household ene gy se ice- ela ed esilience beha iou s, inding ha sel -e icacy
was a signi ican p edic o . Despi e hese indings, limi ed esea ch has examined he in luence o sel -e icacy on
a i udes and alues in he con ex o ene gy conse a ion is lacking. Gi en he cen al ole o a i ude in d i ing
consume beha iou , he s udy seeks o es ablish whe he e icacy belie s posi i ely in luence a i udes. The s udy
p oposes ha indi iduals who belie e hey a e capable o conse ing ene gy a e mo e likely o ha e a posi i e a i ude
owa d ene gy conse a ion, which in u n inc eases hei alue o ene gy conse a ion. Hence, he s udy p oposes he
ollowing hypo heses:
H1: Sel -e icacy will ha e a signi ican , posi i e ela ionship wi h alue o ene gy conse a ion.
H2: The e is a posi i e ela ionship be ween sel -e icacy and a i ude owa ds ene gy conse a ion.
3.3 RESPONSE EFFICACY AND ENERGY CONSERVATION
Response e icacy desc ibes a pe son’s belie ha engaging in a p o ec i e beha iou will be e ec i e in educing
he h ea o he indi idual (Rainea & Ch is ensen 2022). When he pe cei ed esponse e icacy is high, hen he
p obabili y o engaging in a beha iou will be high (Baah e al. 2024). In his s udy, esponse e icacy e e s o an
indi idual's belie ha engaging in ene gy conse a ion beha iou s will help dec ease ene gy consump ion in a
meaning ul way, he eby educing he h ea o load shedding. Response e icacy has been shown o be an an eceden
o in en ion o engage in conse a ion beha iou (Rainea & Ch is ensen 2022; Choi & Ha 2021). Howe e , a ecen
s udy in he ene gy conse a ion con ex , ound i o be insigni ican (Kuang e al. 2025). While hese indings a e
aluable, he in luence o esponse e icacy on alue o ene gy conse a ion has no been in es iga ed. The s udy,
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 260
he e o e, a gues ha consume pe cep ions ha engaging in ene gy conse a ion beha iou s dec eases ene gy
consump ion and emo es he h ea o load shedding will posi i ely in luence hei a i udes owa ds ene gy
conse a ion and hei pe cei ed alue o ene gy conse a ion. The e o e, he ollowing hypo heses a e p oposed:
H3: The e is a posi i e ela ionship be ween esponse e icacy and alue o ene gy conse a ion.
H4: The e is a posi i e ela ionship be ween esponse e icacy and a i ude owa ds ene gy
conse a ion.
3.4 VALUE FOR ENERGY CONSERVATION
Values a e endu ing belie s ha guide beha iou , and in he con ex o sus ainabili y, hey shape he way indi iduals
p io i ise esou ce use and en i onmen al p o ec ion (Kuma e al. 2022). P io esea ch has shown ha p o-
en i onmen al alues a e cen al d i e s o sus ainable a i udes, as hey c ea e a sense o obliga ion and meaning ha
ex ends beyond immedia e pe sonal bene i s (Go ae s & O a Olsen 2023; Shi e al. 2019). When indi iduals hold
s ong alues o ene gy conse a ion, hey a e mo e likely o iew conse a ion no me ely as an economic necessi y
o a manda o y obliga ion bu as a mo al and ecological esponsibili y. In his s udy, he alue o ene gy conse a ion
is seen as he impo ance placed on ene gy conse a ion (Li e al. 2024). The s udy a gues ha his alue o ien a ion
in luences he de elopmen o a ou able a i udes owa ds ene gy conse a ion, which subsequen ly inc eases he
likelihood o engaging in ene gy conse a ion. Value o ene gy conse a ion unc ions as a ounda ional elemen in
he VAB amewo k, se ing as an ancho ha channels e icacy pe cep ions in o posi i e a i udes owa ds ene gy
conse a ion. In his ega d, he s udy hus p oposes he ollowing hypo hesis:
H5: The e is a posi i e ela ionship be ween alue o ene gy conse a ion and a i ude owa ds
ene gy conse a ion.
H6: Value o ene gy conse a ion has a posi i e ela ionship wi h ene gy conse a ion beha iou .
3.5 ATTITUDE TOWARDS ENERGY CONSERVATION
A i udes e lec he ex en o which engaging in beha iou is e alua ed posi i ely o nega i ely (Boomsma, Jones,
Pahl & Fue es 2019). A i udes a e shaped by a a ie y o ac o s, including en i onmen al awa eness, indi idual
alues, cul u al no ms, and socioeconomic s a us (Daud e al. 2025). Posi i e a i udes owa ds he en i onmen ha e
been shown o be a p edic o o ene gy conse a ion beha iou (Naeem Nawaz e al. 2022; Pop, Dabija, Pelău & Dinu
2022). Fo ins ance, Daud e al. (2025) used a i ude as an an eceden o e hical p ac ice, inding i o be a highly
signi ican p edic o o ene gy e iciency. Simila ly, Le-Anh e al. (2023) ound a i ude o be a signi ican p edic o o
ene gy conse a ion in en ion and beha iou unde beha iou al easoning pe spec i es. In he VAB amewo k,
a i udes ansla e alues in o ac ionable beha iou s. Simila ly, a i ude has been adop ed as a media o in p o-
en i onmen al beha iou s udies (Zhang & Cao 2025; Rainea & Ch is ensen 2022). This s udy hen p oposes ha by
ansla ing alue o ene gy conse a ion in o habi ual, in e pe sonal and es ic ed ene gy cu ailmen beha iou s,
a i udes owa ds ene gy conse a ion play a c i ical ole in de e mining whe he indi iduals p og ess om holding p o-
en i onmen al alues o engaging in ene gy conse a ion beha iou s. Consequen ly, he ollowing hypo hesis is
p oposed.
H7: The e is a posi i e ela ionship be ween a i ude owa ds ene gy conse a ion and ene gy
conse a ion beha iou .
261 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
3.6 AGE AS A MODERATING VARIABLE.
In addi ion o he di ec ela ionships es ed, he s udy also adop ed age as a mode a o o es i s impac as a socio-
demog aphic a iable. P io esea ch has e ealed age- ela ed di e ences in p o-en i onmen al beha iou (Ágos on,
Balázs, Mónus & Va ga 2024) including ene gy-sa ing beha iou (Li e al. 2024). A me a-analysis o he psychological
p edic o s o ene gy-sa ing beha iou e ealed ha age is a ele an mode a o in he ela ionship be ween p o-
en i onmen al alues and emo ions wi h ene gy-sa ing beha iou s (Ca us e al. 2021). Consequen ly, his s udy
adop ed age as a mode a o in he ela ionship be ween alues and ene gy conse a ion beha iou , as well as a i ude
and ene gy conse a ion beha iou .
4. METHODOLOGY
4.1 STUDY CONTEXT
Da a o he s udy we e collec ed om a popula ion o adul Sou h A icans (18 and abo e) who a e household
consume s o elec ici y and ha e also expe ienced load shedding. Sou h A ica is a signi ican ma ke in he ene gy
sec o in A ica as i is he la ges p oduce o elec ici y in he egion, p oducing mo e han 40% o he egion’s elec ici y
(In e na ional Ene gy Agency 2024). Gi en ha he coun y has g appled wi h he challenge o load shedding o wo
decades, i is likely ha he en i e a ge popula ion has expe ienced load shedding a some poin in ime. To ensu e
ep esen a i eness, esponden s om each o he coun y's 9 p o inces we e included. E hical app o al o his s udy
was ob ained om he College o Economic and Managemen Sciences_ERC Ma ke ing and Re ail Managemen
Commi ee unde app o al numbe 2423. In o med consen was eques ed om he esponden s, wi h he esea che
in o ming hem o hei igh o p i acy and igh o wi hd aw om he s udy a any ime.
4.2 MEASUREMENT INSTRUMENT
This s udy employed a quan i a i e, c oss-sec ional esea ch design, using a su ey me hod, o in es iga e he ole
o esponse e icacy and sel -e icacy in shaping ene gy conse a ion beha iou , wi h alue o ene gy conse a ion
and a i udes owa ds conse a ion se ing as media o s. To measu e he cons uc s, he s udy ex ensi ely e iewed
li e a u e and adap ed/adop ed i ems o include in he ques ionnai e. All cons uc s we e modelled as e lec i e
measu es, consis en wi h p e ious s udies employing he VAB amewo k. Sel -e icacy and esponse e icacy we e
bo h measu ed wi h 3 i ems each, adap ed om Zhao, Ca usgil and Zhao (2016). The alue o ene gy conse a ion
was measu ed wi h 5 i ems adop ed om Li e al. (2024). A i ude was measu ed wi h 5 i ems adap ed om Ajzen
(1991). Ene gy conse a ion beha iou was measu ed wi h he 9 i ems (3 i ems each) o habi ual, cons ained and
in e pe sonal ene gy sa ing beha iou , adap ed om Li e al. (2024). The measu emen i ems we e measu ed on a 7-
poin Like scale, whe e 1 = “s ongly disag ee” and 7 = “s ongly ag ee”. C onbach's Alpha alues o he eliabili y
analysis anged om 0.84 o 0.89, con i ming he eliabili y o he measu es. The measu es employed in he s udy a e
shown in Table 1 below.
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 262
TABLE 1: MEASURES
Cons uc
Indica o s
Sel -E icacy
I know how o ake p ecau ions agains he nega i e e ec s o load-shedding o blackou s.
I can e icien ly deal wi h load-shedding o blackou s in my daily li e.
I can manage e en unexpec ed bou s o load-shedding o blackou s
Response E icacy
I am su e ha my ene gy-conse ing beha iou will lead o a educ ion in load-shedding.
I am con iden ha I can posi i ely in luence ene gy conse a ion.
I can do some hing o con ol he ene gy c isis, e idenced by he con inued load-shedding o
blackou s.
Value o ene gy conse a ion
Ene gy conse a ion can e ec i ely p o ec he ecological en i onmen .
Good ene gy pe o mance in my li e makes me eel sel -sa is ied.
Elec ici y conse a ion sa es me lo s o money on elec ici y cha ges.
Elec ici y conse a ion can ease he coun y’s sho age o elec ici y esou ces.
Ene gy conse a ion has a di ec bea ing on he imp o emen o he na u al en i onmen .
A i ude
I is bene icial o me o educe my elec ici y usage o he good o socie y o a oid load-shedding
o blackou s.
The e is a desi abili y ha comes wi h my educing my elec ici y usage o he good o socie y o
a oid load-shedding o blackou s.
Reducing my elec ici y usage o any eason, whe he i be o socie y o he pu pose o a oiding
u u e load-shedding o blackou s, is unpleasan . (R)
I hink i is wise o educe my elec ici y usage o he good o socie y o a oid load-shedding o
blackou s.
Fo me, educing my elec ici y usage o he good socie y in he o m o a oiding load-shedding o
blackou s is un a ou able. (R)
Ene gy Conse a ion Beha iou
Tu n o he ligh s when lea ing he house.
I u n o pe sonal elec ical gadge s such as compu e s, phone, and Ai Pods while sleeping.
I close he doo and window when using he ai condi ioning.
I educe app op ia ely he b igh ness o he sc een when using pe sonal gadge s such as he
phone and compu e
Reduce app op ia ely he b igh ness o he sc een when using he compu e .
Se he ai condi ione ime a nigh .
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Cons uc
Indica o s
Pa icipa e ac i ely in he publici y wo k o ene gy conse a ion.
Take he ini ia i e o ad ise my ela i es, colleagues, and iends o sa e ene gy.
Poin ou o he s’ beha iou s o was ing elec ici y.
4.3 SAMPLE AND DATA COLLECTION
Da a we e collec ed h ough an online su ey by a da a collec ion agency. Gende , age, acial g oup and educa ion
we e included as demog aphic a iables and ea ed as con ols. S a i ied andom sampling was employed o iden i y
esponden s, u ilising ype o dwelling, a ea o esidence, and household ene gy se up o iden i y sui able esponden s
om di e se socio-demog aphic backg ounds. This me hod is e ec i e o ai ep esen a ion and he educ ion o
sample e o s (Appiah, Sam, Twum & Godslo e 2023). The d a ques ionnai e was pilo ed using 50 esponden s o
assess he cla i y o measu es. The eedback om he pilo s udy indica ed ha esponden s unde s ood he ques ions
and we e able o comple e he ques ionnai e wi hou inciden . The in e se squa e oo app oach was used o de e mine
he op imal sample size equi ed o gene a e eliable es ima es (Kock & Hadaya 2018). The minimum sample size was
calcula ed o a s a is ical powe o 0.95, a signi icance le el o 0.05, and a minimum de ec able pa h coe icien o 0.30.
The esul ing sample size equi emen was app oxima ely 145 esponden s, ensu ing su icien powe o hypo hesis
es ing. A e he su ey was e mina ed, 532 esponses we e ecei ed, and 28 we e emo ed due o incomple e
answe s, esul ing in a inal sample o 504 esponden s.
The sample consis ed o 22.2% males and 77.8% emales. The skewness in a ou o emales was likely in luenced
by he ac ha emale esponden s iden i ied hemsel es as being mo e esponsible o ene gy consump ion choices
in he home. In e ms o age, 33.5% we e 18-25, 32.3% we e 26-30, 19.0% we e 31-35, 10.1% we e 36-40, while 5.0%
we e o e 40 yea s old. Conce ning he ype o dwelling, 60.9% li ed in ee-s anding houses, 12.3% li ed in
apa men s, 14.7% li ed in ownhouses, while 12.1% li ed in low-cos housing. In e ms o esiden ial a ea, 46.8%
li ed in u ban a eas, 28% in semi-u ban a eas, 18.1% in u al a eas and 7.1% in semi- u al a eas. Las ly, in e ms o
esiden ial ene gy se -up, 52.6% use elec ici y only, 34.7% use elec ici y and gas, while 12.7% use elec ici y, gas
and sola .
TABLE 2: DEMOGRAPHIC CHARACTERISTICS
Va iable
Numbe (n)
Pe cen age (%)
Gende
Male
112
22.2
Female
392
77.8
Age
18-25
169
33.5
26-30
163
32.4
31-35
96
19.0
36-40
51
10.1
O e 40 yea s old
25
5.0
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 270
5.4 MEDIATION ANALYSIS
Table 8 p esen s he esul s o he media ion analysis. The VAB F amewo k posi s a i ude o be a media o in he
ela ionship be ween alues and beha iou . The esul s e ealed a signi ican indi ec e ec o alue o ene gy
conse a ion on ene gy conse a ion beha iou h ough a i ude owa ds ene gy conse a ion (β = 0.031, p = 0.039).
Addi ionally, a i ude played a signi ican media ing ole be ween esponse e icacy and ene gy conse a ion beha iou
(β = 0.132, p = 0.000). Howe e , i did no media e he ela ionship be ween sel -e icacy and ene gy conse a ion. The
s udy also conside ed alue o ene gy conse a ion as a media o in he ela ionship be ween he psychological ai s
and ene gy conse a ion beha iou . The esul s e ealed ha he alue o ene gy conse a ion played a signi ican
media ing e ec in bo h he ela ionships be ween sel -e icacy (β = 0.107, p = 0.000) and esponse e icacy (β = 0.212,
p = 0.000) wi h ene gy conse a ion beha iou .
TABLE 8: MEDIATION
Rela ionship
Indi ec e ec
T-s a is ic
P alue
Resul
Sel -e icacy → Value o ene gy conse a ion → Ene gy
Conse a ion
0.107***
4.271
0.000
Sig
Sel -e icacy → A i ude → Ene gy Conse a ion
0.017
1.241
0.107
Insig
Response E icacy → A i ude → Ene gy Conse a ion
0.132***
3.298
0.000
Sig
Response E icacy → Value o ene gy conse a ion →
Ene gy Conse a ion
0.212***
1.696
0.045
Sig
Value o ene gy conse a ion → A i ude → Ene gy
Conse a ion
0.031
1.758
0..39
Sig
No e: **P < 0.01; ***P < 0.001, sig = signi ican , insig = insigni ican
6. DISCUSSION
The nega i e e ec s o un enable ene gy consump ion a e well-documen ed. Consequen ly, enhancing he well-
being o humani y h ough sus ainable ene gy consump ion is c ucial (Piao & Managi 2023). This s udy de eloped a
model o explain he ela ionship be ween sel -e icacy, esponse e icacy and ene gy conse a ion beha iou , wi h
alue o ene gy conse a ion and a i ude owa ds ene gy conse a ion se ing as media o s. The s udy es ablished
ha sel -e icacy has a signi ican , posi i e impac on alue o ene gy conse a ion. While his ela ionship has ne e
been es ed in he li e a u e, i is consis en wi h indings on he posi i e ole o sel -e icacy in ene gy conse a ion
beha iou (Zhang e al. 2024; Choi & Ha 2021). This sugges s ha indi iduals who belie e in hei abili y o engage
in ene gy-sa ing p ac ices a e mo e likely o alue conse a ion as pe sonally impo an . Howe e , unlike s udies such
as Zhang e al. (2024), who epo ed a di ec e ec o sel -e icacy on beha iou , he cu en esul s indica e ha his
in luence ope a es p ima ily h ough in e nalised alues. Con ex ual di e ences may explain his con as , as
indi iduals in de eloping egions o en ace mo e s uc u al ba ie s, making psychological ac o s like alues e en
mo e cen al o mo i a ing beha iou .
The indings also con i med ha he alue o ene gy conse a ion media es he ela ionship be ween sel -e icacy
and ene gy conse a ion beha iou . These indings e eal ha indi iduals wi h a s ong belie in hei own abili y o
execu e ene gy conse a ion beha iou s, coupled wi h inding ene gy conse a ion aluable, a e mo e likely o engage
in ene gy sa ing. The s udy he e o e p o ides no el insigh s in o he ole o sel -e icacy in s imula ing ene gy
conse a ion beha iou h ough alue. This inding con i ms he cen ali y o alues in shaping beha iou , a key ene
o he VAB amewo k. In addi ion o he media o , he indings also con i med he mode a ing e ec o age on he
271 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
ela ionship be ween alue o ene gy conse a ion and ac ual conse a ion beha iou . The inding sugges s ha
younge indi iduals, who a e likely mo e exposed o sus ainabili y discou se, may demons a e s onge alue-
beha iou alignmen compa ed o olde consume s. F om a heo e ical pe spec i e, his inding suppo s he no ion
ha age unc ions as a con ex ual mode a o and also unde sco es gene a ional di e ences in ene gy conse a ion
(Ma chi & Gaspa i 2023).
The esul s also e ealed ha esponse e icacy had a signi ican posi i e e ec on alue o ene gy conse a ion.
This inding is consis en wi h s udies on he ole o esponse e icacy on p o-en i onmen al beha iou in o he con ex s
(Jankowski, Mlynski & Job 2024; Rainea & Ch is ensen 2022). In he ene gy conse a ion con ex , his inding is
consis en wi h Choi and Ha (2021), who ound ha pe sonal ou come expec ancy ( esponse e icacy) has a posi i e
associa ion wi h ene gy conse a ion in en ions. The indings also con i med he ole o esponse e icacy in p edic ing
a i ude owa ds ene gy conse a ion, he s onges o all he ela ionships in he model. Addi ionally, he s udy
con i med he ole o a i ude as a media o be ween esponse e icacy and ene gy conse a ion beha iou , which is
consis en wi h s udies con i ming he ole o a i ude as a media o in p o-en i onmen beha iou (Zhang & Cao 2025;
Zheng, Siddik, Masukujjaman, Alam & Ak e 2021). This pa e n sugges s ha when people belie e hei ac ions will
yield meaning ul esul s, hey de elop mo e posi i e a i udes owa d conse a ion and a e consequen ly mo e likely o
ac on hem. In de eloping coun ies, whe e ins i u ional suppo and access o e icien echnologies a e o en limi ed,
e icacy belie s may play a g ea e compensa o y ole in d i ing beha iou al ou comes. Ul ima ely, hese indings
con i m ha people who belie e ha engaging in ene gy conse a ion will ha e he desi ed e ec o educing ene gy
consump ion, and simul aneously alue ene gy conse a ion and ha e a posi i e a i ude owa ds i , a e he mos likely
o engage in ene gy conse a ion beha iou s.
The indings also con i med ha he alue o ene gy conse a ion had a posi i e e ec on bo h a i ude owa ds
ene gy conse a ion and ene gy conse a ion beha iou . These indings a e consis en wi h he no ion ha alues
se e as a mo i a o o a i udes and beha iou s (Sheikh e al. 2025; Nazi o a & Bo bala 2024; Go ae s & O a Olsen
2023) and con i m he s udy’s assump ion ha pe sonal alues enhance ene gy-sa ing beha iou . The indings ag ee
wi h pas s udies ha ha e a i med he ole o alues in sus ainable ene gy beha iou s. Fo ins ance, Bănică, Pa ício
and Miguéis (2024) a i med ha pe cei ed alue has a posi i e in luence on ci izen engagemen wi h sus ainable
ene gy solu ions. Simila ly, Kuma e al. (2022) epo ed ha p o-en i onmen al alues we e impo an in epo ed
ene gy cu ailmen beha iou s. Howe e , while mos p io s udies examined alues as a di ec p edic o o beha iou ,
he p esen s udy demons a es ha alues also unc ion indi ec ly by shaping a i udes. This suppo s he hie a chical
na u e o he Value–A i ude–Beha iou amewo k and highligh s alue as a ounda ional d i e ha in luences bo h
cogni i e and beha iou al esponses. Ul ima ely, hese esul s highligh he cen al ole o alue o ene gy conse a ion
as a ounda ional d i e ha shapes indi iduals’ a i udes and ansla es in o angible ene gy-sa ing beha iou s.
The indings also e ealed ha a i ude owa ds ene gy conse a ion has a signi ican , posi i e in luence on ene gy
conse a ion beha iou . This inding is consis en wi h o he s udies ha ha e con i med he ole o a i ude in p edic ing
ene gy conse a ion beha iou (Naeem Nawaz e al. 2022; Pop e al. 2022; Zhang, Bai, Mills & Pezzey 2021). This
a i ms he no ion ha people wi h a posi i e p o-en i onmen al a i ude a e mo e likely o engage in p o-en i onmen al
beha iou . This s udy’s ocus on ene gy conse a ion p o ides heo e ical suppo o he VAB om he ene gy con ex .
The posi i e, causal ela ionship be ween a i ude and p o-en i onmen al beha iou is well es ablished in he li e a u e
and is consis en wi h he VAB amewo k (Sheikh e al. 2025; Nazi o a & Bo bala 2024; Pa k & Namkung 2024).
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 272
7. THEORETICAL IMPLICATIONS
The indings o his s udy make se e al impo an con ibu ions o he heo e ical unde s anding o ene gy
conse a ion beha iou . Fi s , by in eg a ing sel -e icacy, esponse e icacy, a i ude, and alue o ene gy conse a ion
wi hin he VAB (Values-A i udes-Beha iou ) amewo k, he s udy p o ides a comp ehensi e model ha explains no
only whe he indi iduals conse e ene gy bu also why hey do so. This ex ends he applica ion o he VAB amewo k
o he ene gy conse a ion con ex , demons a ing i s obus ness ac oss beha iou al domains. Second, he s udy
con i ms ha sel -e icacy and esponse e icacy indi ec ly in luence ene gy conse a ion beha iou h ough alue o
ene gy conse a ion, highligh ing he pi o al ole o cogni i e app aisals in shaping p o-en i onmen al beha iou . The
no el insigh ha e icacy belie s also shape he alue sys em unde lying ene gy- ela ed decisions ad ances heo y by
demons a ing ha beha iou al p edic ion is no only a di ec p ocess bu occu s h ough an in e play o psychological
cons uc s. Thi d, he media ing oles o bo h alue and a i ude ein o ce he ounda ional place o hese cons uc s
wi hin beha iou al heo ies, sugges ing ha in e en ions a ge ing p o-en i onmen al beha iou should conside bo h
cogni i e (belie s) and a ec i e (a i udes/ alues) dimensions. Collec i ely, hese indings en ich beha iou al heo ies
by illus a ing he dynamic in e ac ions among e icacy belie s, alues, and a i udes, p o iding a mo e nuanced
unde s anding o he psychological mechanisms d i ing ene gy conse a ion.
8. MANAGERIAL IMPLICATIONS
This esea ch o e s aluable insigh s o a ange o s akeholde s, including ma ke ing p o essionals in ene gy
companies, go e nmen agencies and sus ainable ene gy ad oca es. F om a p ac ical s andpoin , he insigh s gleaned
om he s udy may ha e signi ican implica ions o he design o e ec i e ene gy conse a ion in e en ions. Fo
ene gy companies, he esul s highligh oppo uni ies o in eg a ing beha iou al insigh s in o cus ome engagemen .
Fo ins ance, i ms could le e age echnology o enhance sel -e icacy (belie in one’s abili y o conse e ene gy) and
esponse e icacy (belie ha ene gy conse a ion e o s will be e ec i e). Encou aging consume s o adop sma
home echnologies such as home ene gy managemen sys ems, eal- ime eedback apps, and sma me e s can
inc ease awa eness o ene gy use and demons a e he e ec i eness o conse a ion e o s. By p o iding immedia e
eedback (e.g., “you sa ed 10% ene gy his week”), hese ools can s eng hen pe cei ed esponse e icacy, while
u o ials ha gi e ins uc ions on how o sa e ene gy can enhance sel -e icacy. Ene gy companies may also
collabo a e wi h echnology companies o p omo e sma home solu ions ha acili a e ene gy moni o ing while also
au oma ing ene gy conse a ion.
Fo sus ainabili y ad oca es, ene gy conse a ion campaigns mus go beyond aising awa eness abou he nega i e
impac s o ene gy po e y and powe ou ages bu ocus on enhancing bo h sel -e icacy and esponse e icacy.
Campaigns should ocus on empowe ing indi iduals wi h he belie ha hei ene gy conse a ion e o s ma e . Fo
ins ance, campaigns should highligh simple, ac ionable s eps (e.g., unplugging unused appliances, swi ching o
ene gy-e icien ligh ing, educing peak- ime usage) while showcasing he measu able impac o hese ac ions on
ene gy sa ings. Addi ionally, gi en he cen al ole o alue o ene gy conse a ion, campaigns can ame ene gy
conse a ion as a alue-d i en li es yle a he han a cos -sa ing measu e. This alue can be linked o b oade
consume alues such as en i onmen al p o ec ion and conce n o he communi y.
Fo go e nmen agencies, egula o s and policy make s, embedding beha iou al p inciples in o ene gy s a egies
and policy amewo ks could help encou age ene gy conse a ion a he na ional le el. Implemen ing incen i e-based
policies, such as c edi s o households ha adop ene gy-conse ing echnologies. Regula o s mus manda e
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eedback mechanisms, such as apps and sma me e s, in esiden ial and comme cial p ope ies o demons a e he
impac o indi idual ac ions. In addi ion, go e nmen agencies could de elop public educa ions campaigns ha
emphasise indi idual esponsibili y in he igh o ene gy conse a ion. By aming conse a ion e o s as pa o
indi iduals’ pe sonal esponsibili y owa ds he en i onmen , hese campaigns can exploi consume s’ sel and
esponse e icacy.
9. RESEARCH LIMITATIONS AND FUTURE RESEARCH
This s udy, while p o iding insigh s in o he psychological ac o s in luencing ene gy conse a ion, is no wi hou
limi a ions. Fi s ly, he s udy elied on sel - epo ed da a. Gi en ha sel - epo ed da a can be subjec o social
desi abili y and biased esponses, esponden s may ha e o e s a ed hei ene gy conse a ion beha iou s o align
wi h socially desi able conse a ion beha iou . Fu u e esea ch could inco po a e objec i e measu es such as ac ual
ene gy consump ion da a o alida e sel - epo ed esponses. Secondly, he s udy employed a c oss-sec ional esea ch
design, which limi s he abili y o d aw in e ences abou he ela ionships be ween e icacy belie s, alues, a i udes,
and beha iou . Al hough he p oposed model was g ounded in he VAB amewo k, which p o ides a solid heo e ical
ounda ion, causali y canno be ully es ablished. Fu u e esea ch could adop longi udinal designs o ack changes in
e icacy belie s, alues, a i udes, and conse a ion beha iou s a e ene gy conse a ion in e en ions, o es ablish
any changes ha may s eng hen causal claims.
The s udy was conduc ed in one eme ging ma ke , which has been g appling wi h ene gy ins abili y o some ime.
Being conduc ed wi hin a speci ic socio-cul u al and geog aphical con ex limi s he gene alisabili y o he indings o
o he popula ions. Cul u al ac o s, such as collec i e alues and a i udes owa ds ene gy conse a ion, may ha e
in luenced he pa icipan s' esponses. O he con ex -speci ic cons ain s, such as load shedding and limi ed access o
ene gy-e icien appliances, may ha e in luenced consume pe cep ion abou hei abili y o engage in ene gy
conse a ion. Fu u e esea ch should eplica e he model in di e se cul u al con ex s and po en ially inco po a e
addi ional cul u al alues o u he enhance he model's p edic i e abili y.
The s udy may also be limi ed in e ms o he scope o he psychological cons uc s. While he s udy inco po a ed
sel -e icacy, esponse e icacy, alue, and a i ude, i did no accoun o o he po en ially in luen ial psychological
cons uc s such as pe sonal no ms, en i onmen al conce n, habi s eng h, o pe cei ed beha iou al con ol. Fu u e
esea ch could ex end he model by including hese addi ional cons uc s o de elop a mo e holis ic explana ion o
ene gy conse a ion beha iou . Fo ins ance, combining he VAB wi h he No m Ac i a ion Model (NAM) o Theo y o
Planned Beha iou (TPB) may yield iche insigh s. In addi ion, he s udy only conside ed indi idual psychological and
alue-d i en ac o s, wi hou ully conside ing o he en i onmen al ac o s. Fu u e s udies could adop a mul i-le el
app oach ha in eg a es indi idual, echnological, and ins i u ional ac o s o be e cap u e he complexi y o ene gy
conse a ion beha iou .
10. CONCLUSION
This pape explo ed he ela ionship be ween consume s’ e icacy belie s and hei a i ude owa ds ene gy
conse a ion and alue o ene gy conse a ion in in luencing consume s’ ene gy conse a ion beha iou . The indings
o he s udy o e aluable insigh s in o he psychological d i e s o ene gy conse a ion beha iou , speci ically
emphasising he impo ance o esponse e icacy and alue o ene gy conse a ion. Response e icacy eme ged as a
p edic o o bo h he alue ha indi iduals place on ene gy conse a ion and he de elopmen o posi i e a i udes
Empowe ing Sus ainable Choices: The Impac o Sel -E icacy and Response E icacy on Ene gy Conse a ion A i udes… 274
owa ds ene gy conse a ion. While sel -e icacy posi i ely in luenced he alue o ene gy conse a ion, i did no ha e
a di ec impac on a i ude. Value o ene gy conse a ion eme ged as an in luence on bo h a i udes and ac ual
conse a ion beha iou s, highligh ing i s cen al ole in he p oposed model. The mode a ing e ec o age sugges ed
ha younge consume s’ alue o ene gy conse a ion played a g ea e ole in in luencing hei ene gy conse a ion
beha iou . The esul s p o ide heo e ical en ichmen o he VAB amewo k while o e ing p ac ical insigh s o
policymake s and p ac i ione s aiming o design in e en ions ha p omo e sus ainable ene gy use. Ul ima ely,
s eng hening e icacy belie s, ins illing conse a ion alues, and shaping posi i e a i udes a e key s a egies o
ad ancing ene gy conse a ion.
ACKNOWLEDGEMENTS
The au ho would like o acknowledge P o J Wiid o his guidance h oughou his pape ’s de elopmen .
FUNDING INFORMATION
No unding was ecei ed o his s udy
CONFLICT OF INTEREST STATEMENT
The au ho decla es no con lic s o in e es o his pape .
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