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Energy Efficiency Starts in the Mind: How Green Values and Awareness Drive Citizens’ Energy Transformation

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  • Marcin Awdziej

    (Department of Marketing, Kozminski University, 03-301 Warszawa, Poland)

  • Dariusz Dudek

    (Department of Marketing, Lublin University of Technology, 20-618 Lublin, Poland)

  • Bożena Gajdzik

    (Department of Industrial Informatics, Silesian University of Technology, 44-100 Gliwice, Poland)

  • Magdalena Jaciow

    (Department of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Ilona Lipowska

    (Department of IT Systems and Logistics, Faculty of Economics, Maria Curie-Sklodowska University in Lublin, 20-031 Lublin, Poland)

  • Marcin Lipowski

    (Department of Marketing, Faculty of Economics, Maria Curie-Sklodowska University in Lublin, 20-031 Lublin, Poland)

  • Jolanta Tkaczyk

    (Department of Marketing, Kozminski University, 03-301 Warszawa, Poland)

  • Radosław Wolniak

    (Faculty of Organization and Management, Silesian University of Technology, 44-100 Gliwice, Poland)

  • Robert Wolny

    (Department of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

Abstract

Background: Understanding the psychological drivers of the energy transition is essential for accelerating the shift to low-carbon societies. The aim of this study is to examine how green consumer values (GCV), energy-saving knowledge (KES) and consumer energy awareness (CEA) jointly shape pro-environmental energy behaviors (EEB), while accounting for citizens’ perceived cost barriers (PESC). Methods: We conducted a nationally representative Computer-Assisted Web Interviewing (CAWI) survey of 1405 Polish households and employed structural-equation modeling to test an integrated framework linking values, awareness, knowledge, perceived costs and two behavioral domains: high-commitment efficiency investments and low-cost curtailment actions. Results: The structural-equation model confirms that green consumer value significantly enhance both knowledge of energy-saving (β = 0.434) and consumer energy awareness (β = 0.185), thereby driving two distinct pro-environmental pathways: high-commitment efficiency investments (energy efficiency behavior) (β = 0.488) and curtailment behaviors (β = 0.355). Green consumer value also reduces perception of energy-saving costs (β = −0.344), yet these costs themselves exert strong inhibitory effects on both energy efficiency behavior (β = −0.213) and curtailment behaviors (β = −0.302). Conclusions: Our findings validate an integrated value–awareness–behavior framework, demonstrating that fostering green values and improving informational access are critical to enhancing energy-saving practices, while cost-reduction measures remain indispensable. Policymakers should combine value-based education, transparent feedback tools and targeted financial incentives to unlock citizens’ full potential in driving the energy transition.

Suggested Citation

  • Marcin Awdziej & Dariusz Dudek & Bożena Gajdzik & Magdalena Jaciow & Ilona Lipowska & Marcin Lipowski & Jolanta Tkaczyk & Radosław Wolniak & Robert Wolny, 2025. "Energy Efficiency Starts in the Mind: How Green Values and Awareness Drive Citizens’ Energy Transformation," Energies, MDPI, vol. 18(16), pages 1-26, August.
    • Handle: RePEc:gam:jeners:v:18:y:2025:i:16:p:4331-:d:1724404
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