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Antecedents of employee electricity saving behavior in organizations: An empirical study based on norm activation model


  • Yixiang Zhang
  • Zhaohua Wang
  • Guanghui Zhou


China is one of the major energy-consuming countries, and is under great pressure to promote energy saving and reduce domestic energy consumption. Employees constitute an important target group for energy saving. However, only a few research efforts have been paid to study what drives employee energy saving behavior in organizations. To fill this gap, drawing on norm activation model (NAM), we built a research model to study antecedents of employee electricity saving behavior in organizations. The model was empirically tested using survey data collected from office workers in Beijing, China. Results show that personal norm positively influences employee electricity saving behavior. Organizational electricity saving climate negatively moderates the effect of personal norm on electricity saving behavior. Awareness of consequences, ascription of responsibility, and organizational electricity saving climate positively influence personal norm. Furthermore, awareness of consequences positively influences ascription of responsibility. This paper contributes to the energy saving behavior literature by building a theoretical model of employee electricity saving behavior which is understudied in the current literature. Based on the empirical results, implications on how to promote employee electricity saving are discussed.

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  • Yixiang Zhang & Zhaohua Wang & Guanghui Zhou, 2011. "Antecedents of employee electricity saving behavior in organizations: An empirical study based on norm activation model," CEEP-BIT Working Papers 25, Center for Energy and Environmental Policy Research (CEEP), Beijing Institute of Technology.
  • Handle: RePEc:biw:wpaper:25

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    More about this item


    Norm activation model; organizational electricity saving climate; electricity saving behavior;

    JEL classification:

    • Q40 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods


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