EXAMINATION OF THE FACTORS AFFECTING INDIVIDUAL CONSUMERS' IN-HOUSE ENERGY CONSERVATION BEHAVIORS

Öz

This study aims to examine the factors affecting the energy conservation behaviors of individual consumers in the light of Planned Behavior Theory and Norm Activation Theory. With this aim, the study examines the effect of perceived consumer effectiveness, injunctive social norms and awareness of need on personal norms; and the moderator role of objective environmental knowledge on the relationship between personal norms and energy conservation behavior. Data from 270 individual consumers were used in the analysis of the study. As a result of the analyses, it was found that awareness of need and injunctive social norms have positive effect on consumers’ norms for energy conservation. The study contributes to the energy conservation literature by bringing two theories together and examining the effects of social norms and awareness of need.

Anahtar Kelimeler

• Energy Conservation Behavior
• Perceived Consumer Effectiveness
• Injunctive Social Norm
• Awareness of Need
• Personal Norm

BİREYSEL TÜKETİCİLERİN HANE İÇİ ENERJİ TASARRUFU DAVRANIŞLARINA ETKİ EDEN FAKTÖRLERİN İNCELENMESİ

Öz

Bu çalışmanın amacı, bireysel tüketicilerin hane içi enerji tasarrufu davranışına etki eden faktörlerin, Planlı Davranış Teorisi ve Norm Aktivasyonu Teorisi ışığında incelenmesidir. Bu çerçevede çalışmada; algılanan tüketici etkinliği, buyruksal sosyal norm ve ihtiyaç farkındalığı faktörlerinin kişisel norm üzerindeki etkisi ile kişisel norm ve enerji tasarrufu davranışı ilişkisinde objektif çevresel bilginin düzenleyici rolü araştırılmaktadır. Çalışmanın analizinde 270 bireysel tüketiciden anket yöntemi ile elde edilen veriler kullanılmıştır. Analizler sonucunda, tüketicilerin enerji tasarrufunda bulunmaya yönelik kişisel normlarına, ihtiyaç farkındalıklarının ve buyruksal sosyal normlarının olumlu yönde etkide bulunduğu ortaya koyulmuştur. Çalışma, söz konusu iki teoriyi bir araya getirerek, sosyal norm ve ihtiyaç farkındalığı etkilerinin birlikte incelenmesi açısından enerji tasarrufu literatürüne katkıda bulunmaktadır.

Anahtar Kelimeler

• Enerji Tasarrufu Davranışı
• Algılanan Tüketici Etkinliği
• Buyruksal Sosyal Norm
• İhtiyaç Farkındalığı
• Kişisel Norm

Kaynakça

1. Abrahamse, W., & Steg, L. (2009). How do socio-demographic and psychological factors relate to households' direct and indirect energy use and savings? Journal of Economic Psychology, 30(5), 711-720. https://doi.org/10.1016/j.joep.2009.05.006
2. Abrahamse, W., & Steg, L. (2011). Factors related to household energy use and intention to reduce ıt: the role of psychological and socio-demographic variables. Human Ecology Review, 18(1), 30-40. http://www.jstor.org/stable/24707684.
3. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (ed.), Action Control, Springer, 11-39. https://doi.org/10.1007/978-3-642-69746-3_2
4. Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the prediction of behavior: The role of information accuracy in the theory of planned behavior. Basic and Applied Social Psychology, 33(2), 101-117. https://doi.org/10.1080/01973533.2011.568834
5. Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27(1), 14-25. https://doi.org/10.1016/j.jenvp.2006.12.002
6. Bamberg, S., Hunecke, M., & Blöbaum, A. (2007). Social context, personal norms and the use of public transportation: Two field studies. Journal of Environmental Psychology, 27(3), 190-203. https://doi.org/10.1016/j.jenvp.2007.04.001
7. Belvedere, V., & Grando, A. (2017). Sustainable operations and supply chain management. John Wiley & Sons.
8. Bhattacharjee, S., & Reichard, G. (2011). Socio-economic factors affecting individual household energy consumption: A systematic review. In Proceedings of the ASME 2011 5th International Conference on Energy Sustainability, ASME 2011 5th International Conference on Energy Sustainability, 891-901. https://doi.org/10.1115/ES2011-54615

9. Boer, H., & Westhoff, Y. (2006). The role of positive and negative signaling communication by strong and weak ties in the shaping of safe sex subjective norms of adolescents in South Africa. Communication Theory, 16(1), 75-90. https://doi.org/10.1111/j.1468-2885.2006.00006.x
10. Bratt, C. (1999). The impact of norms and assumed consequences on recycling behavior. Environment and Behavior, 31(5), 630-656. https://doi.org/10.1177%2F00139169921972272
11. Clement, C. A., Henning, J. B., & Osbaldiston, R. (2014). Integrating factors that predict energy conservation: The theory of planned behavior and beliefs about climate change. Journal of Sustainable Development, 7(6), 46-69. https://doi.org/10.5539/jsd.v7n6p46
12. De Groot, J. I., & Steg, L. (2009). Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model. The Journal of Social Psychology, 149(4), 425-449. https://doi.org/10.3200/SOCP.149.4.425-449
13. De Groot, J. I., Abrahamse, W., & Jones, K. (2013). Persuasive normative messages: The influence of injunctive and personal norms on using free plastic bags. Sustainability, 5(5), 1829-1844. https://doi.org/10.3390/su5051829
14. Dursun, İ. & Gündüz, S. (2016). Türkiye’de sorumlu tüketim davranışı üzerine araştırmalar: ulusal makaleler ve lisansüstü tezler üzerine bir derleme. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(4), 1365-1391. https://dergipark.org.tr/en/pub/ataunisosbil/issue/26966/283403
15. Dursun, İ., Kabadayı, E. T., & Tuğer, A. T. (2019). Overcoming the psychological barriers to energy conservation behaviour: The influence of objective and subjective environmental knowledge. International Journal of Consumer Studies, 43(4), 402-416. https://doi.org/10.1111/ijcs.12519
16. Elgaaied-Gambier, L., Monnot, E., & Reniou, F. (2018). Using descriptive norm appeals effectively to promote green behavior. Journal of Business Research, 82, 179-191. https://doi.org/10.1016/j.jbusres.2017.09.032
17. Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C.(1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117. https://doi.org/10.1177%2F074391569101000206
18. Ertz, M., Karakaş, F., & Sarıgöllü, E.(2016). Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude and behaviors. Journal of Business Research, 69(10), 3971-3980. https://doi.org/10.1016/j.jbusres.2016.06.010
19. Fraj-Andrés, E., & Martínez-Salinas, E. (2007). Impact of environmental knowledge on ecological consumer behaviour: An empirical analysis. Journal of International Consumer Marketing, 19(73), 73-102. https://doi.org/10.1300/J046v19n03_05
20. Fransson, N., & Gärling, T. (1999). Environmental concern: Conceptual definitons, measurement methods and research findings. Journal of Environmental Psychology, 19(4), 369-382. https://doi.org/10.1006/jevp.1999.0141
21. Frick, J., Kaiser, F. G., & Wilson, M. (2004). Environmental knowledge and conservation behavior: Exploring prevalance and structure in a representative sample. Personality And Individual Differences, 37(8), 1597-1613. https://doi.org/10.1016/j.paid.2004.02.015
22. García-Rosell, J. C., & Moisander, J. (2007). Ethical dimensions of sustainable marketing: A consumer policy perspective. ACR European Advances, 8, 210-215. http://www.acrwebsite.org/volumes/13946/eacr/vol8/E-08
23. Göckeritz, S., Schultz, P. W., Rendón, T., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2010). Descriptive normative beliefs and conservation behavior: The moderating roles of personal involvement and injunctive normative beliefs. European Journal of Social Psychology, 40(3), 514-523. https://doi.org/10.1002/ejsp.643
24. Harland, P., Staats, H., & Wilke, H. A. (1999). Explaining proenvironmental intention and behavior by personal norms and the Thoery of Planned Behavior. Journal of Applied Social Psychology, 29(12), 2505-2528. https://doi.org/10.1111/j.1559-1816.1999.tb00123.x
25. Harland, P., Staats, H., & Wilke, H. A. (2007). Situational and personality factors as direct or personal norm mediated predictors of pro-environmental behavior: Questions derived from norm-activation theory. Basic and Applied Social Psychology, 29(4), 323-334. https://doi.org/10.1080/01973530701665058
26. Haron, S. A., Paim, L., & Yahaya, N. (2005). Towards sustainable consumption: An examination of environmental knowledge among Malaysians. International Journal of Consumer Studies, 29(5), 426-436. https://doi.org/10.1111/j.1470-6431.2005.00460.x
27. He, X., & Zhan, W. (2018). How to activate moral norm to adopt electric vehicles in China? An empirical study based on extended norm activation theory. Journal of Cleaner Production, 172, 3546-3556. https://doi.org/10.1016/j.jclepro.2017.05.088
28. Heeren, A. J., Singh, A. S., Zwickle, A., Koontz, T. M., Slagle, K. M., & McCreery, A. C (2016). Is sustainability knowledge half the battle? An examination of sustainability knowledge, attitudes, norms, and efficacy to understand sustainable behaviours. International Journal of Sustainability in Higher Education, 17(5), 613-632. https://doi.org/10.1108/IJSHE-02-2015-0014
29. Ibtissem, M. H. (2010). Application of value beliefs norms theory to the energy conservation behavior. Journal of Sustainable Development, 3(2), 129-139. https://doi.org/10.5539/JSD.V3N2P129
30. İpekoğlu, H. Y. (2013). Enerji araştırmalarına antropolojik bir yaklaşım. SDÜ Yekarum E-dergi, 2(1), 13-16. https://dergipark.org.tr/en/pub/yekarum/issue/21889/235306
31. Jacobson, R. P., Mortensen, C. R., & Cialdini, R. B. (2011). Bodies obliged and unbound: Differentiated response tendencies for injunctive and descriptive social norms. Journal of Personality and Social Psychology, 100(3), 433. https://psycnet.apa.org/doi/10.1037/a0021470
32. Kabadayı, E. T., Dursun, İ., Alan, A. K., & Tuğer, A. T. (2015). Green purchase intention of young Turkish consumers: Effects of consumer's guilt, self-monitoring and perceived consumer effectiveness. Procedia-social and Behavioral Sciences, 207, 165-174. https://doi.org/10.1016/j.sbspro.2015.10.167
33. Kaiser, F. G., Ranney, M., Hartig, T., & Bowler, P. A. (1999). Ecological behavior, environmental attitude and feelings of responsibility for the environment. European Psychologist, 4(2), 59-74. https://psycnet.apa.org/doi/10.1027/1016-9040.4.2.59
34. Karahan, M. (2014). Enerji tüketimi ve ekonomik büyüme için Türkiye üzerine bir modelleme (Yüksek lisans tezi, Uludağ Üniversitesi).
35. Karlin, B., Davis, N., Sanguinetti, A., Gamble, K., Kirkby, D., & Stokols, D. (2012). Dimensions of conservation: Exploring differences among energy behaviors. Environment and Behavior, 46(4), 423-452. https://doi.org/10.1177%2F0013916512467532
36. Kaza, N. (2010). Understanding the spectrum of residential energy consumption: A quantile regression approach. Energy Policy, 38(11), 6574-6585. https://doi.org/10.1016/j.enpol.2010.06.028
37. Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4), 277-309. https://doi.org/10.1080/0267257X.2019.1573845
38. Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances, 32, 592-599. http://www.acrwebsite.org/volumes/9156/volumes/v32/NA-32
39. Kim, S. H., & Seock, Y. K. (2019). The roles of values and social norm on personal norms and pro-environmentally friendly apparel product purchasing behavior: The mediating role of personal norms. Journal of Retailing and Consumer Services, 51, 83-90. https://doi.org/10.1016/j.jretconser.2019.05.023
40. Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behaviour- A meta analysis. Global Environmental Change, 23(5), 1028-1038. https://doi.org/10.1016/j.gloenvcha.2013.05.014
41. Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004
42. Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-social and Behavioral Sciences, 37, 482-489. https://doi.org/10.1016/j.sbspro.2012.03.313
43. Macovei, O. I. (2015). Applying the theory of planned behavior in predicting proenvironmental behaviour: The case of energy conservation. Œconomica, 11(4), 15-32. https://www.researchgate.net/publication/284014676
44. Nyborg, K. (2018). Social norms and the environment. Annual Review of Resource Economics, 10(405-423), 405-423. https://doi.org/10.1146/annurev-resource-100517-023232
45. Okuyan, H. A. (2013). Türkiye’deki en büyük 1000 sanayi ı̇şletmesinin karlılık analizi. Business and Economics Research Journal, 4(2), 23-36. https://ssrn.com/abstract=3632015
46. Park, J., & Ha, S. (2014). Understanding consumer recycling behavior: Combining the theory of planned behavior and the norm activation model. Family and Consumer Sciences Research Journal, 42(3), 278-291. https://doi.org/10.1111/fcsr.12061
47. Park, H. S., & Smith, S. W. (2007). Distinctiveness and influence of subjective norms, personal descriptive and injunctive norms, and societal descriptive and injunctive norms on behavioral intent.: A case of two behaviors critical to organ donation. Human Communication Research, 33(2), 194-218. https://doi.org/10.1111/j.1468-2958.2007.00296.x
48. Peattie, K., & Belz, F. M. (2010). Sustainability marketing- An innovative conception of marketing. Marketing Review St. Gallen, 27(5), 8-15. https://doi.org/10.1007/s11621-010-0085-7
49. Qi, X., Wu, G., Boriboonsomsin, K., & Barth, M. J. (2016). Development and evaluation of an evolutionary algorithm-based online energy management system for plug-in hybrid electric vehicles. IEEE Transactions on Intelligent Transportation Systems, 18(8), 2181-2191. https://doi.org/10.1109/TITS.2016.2633542
50. Rivis, A., & Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis. Current Psychology, 22(3), 218-233. https://psycnet.apa.org/doi/10.1007/s12144-003-1018-2
51. Schahn, J., & Holzer, E. (1990). Studies of individual environmental concern: The role of knowledge, gender, and background variables. Environment and Behavior, 22(6), 767-786. https://doi.org/10.1177%2F0013916590226003
52. Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10, 221-279. https://doi.org/10.1016/S0065-2601(08)60358-5
53. Schwartz, S. H., & Howard, J. A. (1980). Explanations of the moderating effect of responsibility denial on the personal norm-behavior relationship. Social Psychology Quarterly, 43(4), 441-446. https://doi.org/10.2307/3033965
54. Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69, 21-29. https://doi.org/10.1016/j.ijhm.2017.10.011
55. Steg, L. (2008). Promoting household energy conservation. Energy Policy, 36(12), 4449-4453. https://doi.org/10.1016/j.enpol.2008.09.027
56. Stern, P. C. (2000). New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. https://doi.org/10.1111/0022-4537.00175 Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics: International edition. Pearson.
57. Taber, K. S. (2018). The use of Cronbach's alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296. https://doi.org/10.1007/s11165-016-9602-2
58. Tamar, M., Wirawan, H., Arfah, T., & Putri, R. P. S. (2020). Predicting pro-environmental behaviours: The role of environmental values, attitudes and knowledge. Management of Environmental Quality: An International Journal, 32(2), 328-343. https://doi.org/10.1108/MEQ-12-2019-0264
59. Telci, E. E., Maden, C., & Kantur, D (2011). The theory of cognitive dissonance: A marketing and management perspective. Procedia-social and Behavioral Sciences, 24, 378-386. https://doi.org/10.1016/j.sbspro.2011.09.120
60. Thøgersen, J. (1999). Spillover processes in the development of a sustainable consumption pattern. Journal of Economic Psychology, 20(1), 53-81. https://doi.org/10.1016/S0167-4870(98)00043-9
61. Tuğer, A. T., Dursun, İ., & Kabadayı, E. T (2018). Çevreci tüketim davranışı: etkili faktörler ve teorik açıklamalar. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 7(4), 2978-3007. doi: 10.25287/ohuiibf.403831
62. Van der Werff, E., & Steg, L. (2015). One model to predict them all: Predicting energy behaviours with the norm activation model. Energy Research & Social Science, 6, 8-14. https://doi.org/10.1016/j.erss.2014.11.002
63. Varey, R. J. (2010). Marketing means and ends for a sustainable society: A welfare agenda for transformative change. Journal of Macromarketing, 30(2), 112-126. https://doi.org/10.1177%2F0276146710361931
64. Wesley, S. C., Lee, M. Y., & Kim, E. Y.(2012). The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea. Journal of Global Marketing, 25(1), 29-44. https://doi.org/10.1080/08911762.2012.697383
65. White, K. M., Smith, J. R., Terry, D. J., Greenslade, J. H., & McKimmie, B. M. (2009). Social influence in the theory of planned behaviour: The role of descriptive, injunctive and in-group norms. British Journal of Social Psychology, 48(1), 135-158. https://doi.org/10.1348/014466608X295207
66. Yahya, W. K., Hashim, N. H., Mohamad, S., & Ramly, Z.(2013). The relationship between perceived consumer effectiveness, environmental concern and ecologically conscious consumer behavior. In 3rd Annual International Conference on Business Strategy and Organizational Behaviour, PsycEXTRA Dataset, 93-98. https://www.academia.edu/11131761/
67. Yaşar, M. (2014). İstatistiğe yönelik tutum ölçeği: geçerlilik ve güvenirlik çalışması. Pamukkale Üniversitesi Eğitim Fakültesi Dergisi, 36(36), 59-75. http://dx.doi.org/10.9779/PUJE640
68. Zhang, X., Geng, G., & Sun, P. (2017). Determinants and implications of citizens' environmental complaint in China: Integrating therory of planned behavior and norm activation model. Journal of Cleaner Production, 166, 148-156. https://doi.org/10.1016/j.jclepro.2017.08.020