Understanding drivers of intention to reduce heating-related energy use in five European countries

Since heating-related energy consumption is one of the main sources of greenhouse gas emissions and accounts for a large part of domestic energy use in Europe, reducing heating-related energy consumption has great potential to reduce Europe’s greenhouse gas emissions. This study examines which factors determine people's intention to decrease heating-related energy usage, specifically lowering the temperature in winter. It was part of a larger European project focused on promoting energy reduction. This study presents a smaller-scale model tested among 363 individuals from five pilot countries, i.e., Belgium (n = 58), Croatia (n = 82), Germany (n = 105), Greece (n = 33), and Portugal (n = 85). We applied three robust theoretical frameworks: the Theory of Planned Behaviour, the Value Belief Norm Theory, and the Prototype Willingness Model. We conducted a confirmatory factor analysis to ensure construct validity, followed by a structural equation model. Our findings suggest that willingness (from the Prototype Willingness Model) is the most important predictor in explaining someone’s intention to reduce heating-related energy consumption. Additionally, perceived behavioural control, subjective norms, and attitudes (part of Theory of Planned Behaviour) also play an important role in predicting the intention to reduce energy consumption. Lastly, personal moral norms (from the Value Belief Norm Theory) have a significant impact, but their effect is moderate compared to the other predictors.