Self-determination theory and consumer behavioural change: Evidence from a household energy-saving behaviour study

This study applies self-determination theory and a modified version of the model of goal-directed behaviour (MGB) to explain self-reported household energy-saving behaviours. Online surveys were administered to a panel of 200 consumers who were motivated to save energy in their household. A final path model included positive anticipated emotions, perceived behavioural control, subjective norms, past behaviour, intentions and a combination of integrated and identified behavioural regulations (autonomous motivation) to represent greater levels of self-determination as predictors of household energy-saving behaviours. As was expected, the effect of autonomous motivation on behaviour was greater than that of other more established predictors such as intentions, subjective norms, perceived behavioural control and past behaviour. Consequently, the importance of building and supporting self-determination to achieve desired energy-saving goals is highlighted. Moreover, the results suggest the importance of including self-determination in other behaviour-prediction contexts.