Title: Is it cost saving or environmental benefits? Factors influencing energy saving behaviour amongst consumers in India

Authors: Meenakshi Handa; Swati Jain; Parul Ahuja

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, New Delhi, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, New Delhi, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, New Delhi, India

Abstract: In order to reduce energy consumption and greenhouse gas emissions, it is important for households to engage in energy saving behaviour. The study explores the different types of energy saving actions and select drivers of such energy saving behaviour amongst consumers in urban India. Data was collected through a structured questionnaire from consumers in Delhi NCR in an online mode (n = 241). The study identifies three forms of energy saving behaviour which are labelled as 'direct energy saving behaviour', 'indirect energy saving behaviour' and 'energy efficient product purchase behaviour'. Perceived environmental benefits, perceived economic benefits and perceived costs are examined for their impact on energy saving behaviour. Finally, a set of recommendations which encompass a multi-pronged strategy for encouraging energy saving behaviour amongst consumers is presented.

Keywords: energy saving behaviour; ESB; perceived environmental benefits; perceived costs; perceived economic benefits; energy efficient products; sustainable development; India.

DOI: 10.1504/IJICBM.2021.117478

International Journal of Indian Culture and Business Management, 2021 Vol.23 No.4, pp.431 - 450

Received: 02 Dec 2019
Accepted: 08 Jul 2020
Published online: 08 Sep 2021 *

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