Sustainable Energy Consumption Insights: Understanding Electricity-saving Behaviour Drivers among Young Adults in Ho Chi Minh City

Abstract

As Vietnam’s population continues to grow, there is a growing need for sustainable societal development. The energy-saving behaviour of every citizen plays a crucial role in achieving this sustainability. Therefore, it is necessary to raise awareness among young adults about energy conservation and environmental protection to promote sustainable social development in Vietnam. Hence, this study aims to examine the key factors influencing electricity-saving and habitual energy-saving behaviour. Data were collected from 431 young adults aged 18 to 30 years old in Ho Chi Minh City. The results indicate the significance of the model studied, with all hypotheses being accepted. The findings demonstrate that several factors, including subjective standards, perceived behavioural control, awareness of consequences, sense of responsibility, personal moral norms and cognition of electricity prices, influence electricity-saving behaviours and habitual energy-saving behaviour related to electricity usage. The findings suggest that young adults are increasingly recognising the importance of conserving electricity in modern life to protect the environment and promote sustainable social development in Vietnam. The management implication suggests that individuals in Ho Chi Minh City have demonstrated an awareness of energy conservation. However, responsible authorities should initiate programmes aimed at promoting electricity-saving practices. This includes the creation of media articles to raise awareness and enhance the understanding of electricity-saving measures, serving as reminders to increase awareness about conserving electricity among every individual. Furthermore, this study offers theoretical and practical implications for researchers and policymakers alike.