Household electricity wastage poses a sustainability issue. Ergonomic interventions that prevent wastage through technological innovations are expensive and complex, making consumers unwilling to adopt them. The study aimed to investigate the motivations and impediments in avoiding electricity wastage. Thirteen Repertory Grid interviews were conducted on household electricity users relating to the behaviour of those living with them. The key motivational themes found were altruistic and egoistic reasons while the impediments were perceived behavioural control, hedonism and self-efficacy. Based on the research findings, a behavioural modification framework was developed to encourage consumers to adopt a higher level of responsible electricity practice through the following suggested interventions - (1) reframing sustainability from 'future-for-others' to 'present-for-us', (2) clarifying responsible consumption and (3) performance feedback. The research identified the key motivations and impediments of being a responsible household electricity user and provided a framework to encourage a higher responsibility level. Practitioner Summary: Household electricity wastage poses sustainability issue: excess CO2 & high costs. We developed a mindset changing behavioural modification framework. We investigated HFE issues: motivations & impediments of avoiding the wastage, i.e. altruistic, egoistic, behavioural control, hedonism & self-efficacy. The framework provides governments insights into strategies to address the wastage.
The responsible behaviour of consumers that purchase green computers is a form of sustainable consumption, as green computers use less energy resulting in less CO2 emissions and the use of fewer toxic metals and materials during their production. The research question is how to encourage such behaviour. Although prior research has provided some answers by investigating the antecedents of the behaviour, it has done so through a piecemeal approach from the angles of the theory of planned behaviour (TPB), the value-belief-norm (VBN) theory, and habits. The present research aims to investigate the antecedents of the responsible acquisition of computers behaviour (RACB) among Malaysian consumers by integrating the TPB and the VBN theory with the habits variable. Hypotheses and a research framework were developed based on these theories and a survey questionnaire was used to collect information on the green computer purchase behaviour of computer owners aged 17 and over in Malaysia. A total of 1,000 usable surveys were completed and structural equation modelling was used to analyse the data collected. The findings reveal that the TPB, the VBN theory, and the habits variable can be integrated to explain RACB, which is formed when biospheric values trigger subjective norms that subsequently result in the formation of habits that lead to intentions of acquiring green computers and RACB. The study's findings show that although personal norms do not affect RACB, subjective norms affect ascriptions of responsibility, personal norms, and RACB. The findings provide insights to policymakers, NGOs, manufacturers, and marketers that can assist them in designing strategies for the effective promotion of RACB.