Who exhibits more energy-saving behavior in direct and indirect ways in china? The role of psychological factors and socio-demographics

This research explores the possibilities for further energy saving in households in the Chinese context by conducting of a survey on energy curtailment behaviors. We examine how people's demographic characteristics and psychological factors affect their direct and indirect energy curtailment behaviors at home, as well as the different effects of these antecedents. Results suggest that people with high sense of environmental responsibility and curtailment attitude are more likely to engage in both direct and indirect energy curtailment actions. Generally, indirect energy curtailment behavior is more strongly related to psychological and socio-demographic factors than direct behavior, and these socio-demographic factors vary for direct and indirect behaviors. Interesting patterns emerged with respect to gender, age, family structure, family income, and level of education. Results indicate that strengthening publicity and education to increase environmental awareness among Chinese urban residents would be effective in reducing household energy consumption, especially when the said measures target a specific population and specific behaviors.