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<p>Amid growing concerns over Pakistan’s escalating energy demand and its contribution to environmental degradation, promoting energy-saving behavior among consumers has become a national imperative. Addressing this critical issue is essential for achieving long-term sustainability and mitigating climate change impacts. This study aims to develop a comprehensive framework to identify the psychological and motivational drivers of energy-saving behavior in the Pakistani context. Drawing on the Model of Goal-Directed Behavior (MGDB) and Self-Determination Theory (SDT), the research explores the roles of environmental affinity, connectedness to one’s future self, and MGDB constructs—including attitude, subjective norms, perceived behavioral control, past behavior, and anticipated emotions—in shaping consumers’ intentions and behaviors related to energy-saving. To this end, a purposive sample of 362 consumers from Pakistan was surveyed, and the proposed hypotheses were tested using structural equation modeling (SEM). The results indicate that connectedness to one’s future self and environmental affinity strongly influences energy-saving intentions followed by positive anticipated emotions, past behavior, and attitude. In contrast, subjective norms, perceived behavioral control, and negative anticipated emotions have an insignificant impact on energy-saving intentions. Additionally, the study reveals that energy-saving intention is a strong predictor of energy-saving behavior. These findings offer valuable insights for energy policymakers, utility companies, and sustainability advocates. To effectively promote energy-saving behaviors across Pakistan’s households, efforts should focus on nurturing emotional and future-oriented connections with the environment, while also building on individuals’ past positive actions and emotional experiences. By aligning public policies and communication strategies with these psychological drivers, stakeholders can design more impactful and lasting pro-environmental interventions.</p>

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Towards a sustainable tomorrow: unearthing drivers of energy-saving behavior in Pakistan

  • 期刊论文

  • 发表日期：

    2025年5月1日

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  • Rukhsana Gul Gilal,
  • Waseem Gul Gilal,
  • Faheem Gul Gilal,
  • Naeem Gul Gilal

摘要

Amid growing concerns over Pakistan’s escalating energy demand and its contribution to environmental degradation, promoting energy-saving behavior among consumers has become a national imperative. Addressing this critical issue is essential for achieving long-term sustainability and mitigating climate change impacts. This study aims to develop a comprehensive framework to identify the psychological and motivational drivers of energy-saving behavior in the Pakistani context. Drawing on the Model of Goal-Directed Behavior (MGDB) and Self-Determination Theory (SDT), the research explores the roles of environmental affinity, connectedness to one’s future self, and MGDB constructs—including attitude, subjective norms, perceived behavioral control, past behavior, and anticipated emotions—in shaping consumers’ intentions and behaviors related to energy-saving. To this end, a purposive sample of 362 consumers from Pakistan was surveyed, and the proposed hypotheses were tested using structural equation modeling (SEM). The results indicate that connectedness to one’s future self and environmental affinity strongly influences energy-saving intentions followed by positive anticipated emotions, past behavior, and attitude. In contrast, subjective norms, perceived behavioral control, and negative anticipated emotions have an insignificant impact on energy-saving intentions. Additionally, the study reveals that energy-saving intention is a strong predictor of energy-saving behavior. These findings offer valuable insights for energy policymakers, utility companies, and sustainability advocates. To effectively promote energy-saving behaviors across Pakistan’s households, efforts should focus on nurturing emotional and future-oriented connections with the environment, while also building on individuals’ past positive actions and emotional experiences. By aligning public policies and communication strategies with these psychological drivers, stakeholders can design more impactful and lasting pro-environmental interventions.