Towards Sustainable Energy Culture: Understanding Economic and Environmental Predictors of Energy-Saving Behaviour Among Malaysian University Students
List of Authors
Adnan Abd Hamid, Azrinawati Mohd Remeli, Imaduddin Abidin, Khairul Nizam Surbaini, Mafuzah Mohamad, Mohd Sukiman Ishak
Keyword
Economic Incentive; Environmental Concern; Intention to Save Energy; Actual Energy-Saving Behaviour; Theory of Planned Behaviour; Malaysian University Students
Abstract
Energy conservation has become an increasingly critical issue in Malaysia, particularly within the higher education sector, where university students are recognised as a key demographic of future energy consumers. Their daily energy use on campus and their potential to adopt sustainable habits make understanding their energy-saving behaviour especially important. This study examines the factors influencing energy-saving behaviour among Malaysian university students by extending the Theory of Planned Behaviour (TPB). Specifically, it investigates the effects of economic incentives defined as perceived financial benefits, rewards, and policy-based measures on actual energy-saving behaviour, with the intention to save energy serving as a mediating variable. A quantitative survey was conducted among 200 university students selected through a purposive sampling method across several Malaysian Higher Education institutions. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess both direct and indirect relationships. The results reveal that economic incentives and environmental concern have a significant and positive effect on students’ intention to save energy, which in turn strongly predicts their actual energy-saving behaviour. Furthermore, intention to save energy partially mediates the relationship between both independent variables and actual behaviour. These findings support the applicability of the extended TPB model in explaining energy-saving behaviour within the Malaysian context. The study highlights the importance of integrating economic policies and environmental education to promote sustainable energy practices among young consumers, offering practical insights for policymakers, university administrators, and energy agencies in designing targeted energy efficiency initiatives.