Acta Universitatis Danubius. Œconomica, Vol 11, No 4 (2015)

Abstract

This paper aims to propose and validate a model based on the Theory of Planned Behavior in order to explain consumers’ pro-environmental behavior regarding energy conservation. The model was constructed using the five variables from Ajzen’s Theory of Planned Behavior (TPB) (behavior, intention, perceived behavioral control, subjective norms and attitude) to whom a variable adapted from Schwartz’s Norm Activation Theory (NAT) was added, awareness of the consequences and need, in order to create a unique model adapted for the special case of energy conservation behavior. A survey was conducted and the data collected were analysed using structural equation modelling. First step of data analysis confirmed that all the constructs have good reliability, internal consistency and validity.  Results of the structural equation analysis validated the proposed model, all the model fit and quality indices having very good values. The model has a strong predictive power for consumers’ pro-environmental behaviour regarding energy conservation and their intention to behave in a pro-environmental manner. Five of seven hypotheses were validated, the newly introduced variable proving to be a success. The proposed model is unique and will offer to companies and organizations a valuable green marketing tool which can be used in the fight for environment protection and energy conservation.