Factors affecting consumers’ energy curtailment behavior and purchases of energy-efficient appliances

This study examines how environmental knowledge, environmental concerns, attitudes toward energy conservation, and perceived monetary benefits affect two types of energy conservation behaviors, i.e., curtailment behavior and purchase behavior. Using survey data from 405 consumers, partial least squares structural equation modeling shows that knowledge about energy conservation and concern about energy shortages shape attitude toward energy conservation, leading to curtailment behavior and purchasing energy-efficient appliances (EEAs). Furthermore, attitude and curtailment behavior sequentially mediate the effects of knowledge about energy conservation and concern about energy shortages on EEA purchase behavior, with perceived monetary benefits strengthening the attitude-purchase behavior relationship. While necessary condition analysis identifies general environmental concern as necessary for developing a favorable energy conservation attitude, importance-performance map analysis suggests that improving knowledge about conservation should be prioritized in policy initiatives. These insights provide implications for policymakers and practitioners, including manufacturers and retailers, by identifying multiple pathways and influencing mechanisms for promoting consumers’ energy conservation behaviors through curtailment and EEA purchases.