Motivating factors affecting the individual energy consumption behavior

Department of Management and Humanities Universiti Teknologi Petronas, 32610 Seri Iskandar, Perak

Abstract

Global challenges of climate change and environmental deterioration helped in formulating seventeen sustainable development goals through United Nation. Achieving these sustainable goals, Malaysia initiated and track progress towards affordable and clean energy. The natural environment and climate are mostly influenced by human behavior. Due to the role of human behavior in climate change, a strong tendency towards the pursuit of energy sustainability exists. Attention is paid to strengthen the human behavior from general acts of doing things to carrying specific actions by adopting a responsible behavior into daily routine. A number of factors were identified through literature such as social structure, institution, and education for understanding the individual behavior for sustainability with regard to energy consumption. Many experts related to the field of energy were engaged to sort and prioritize these factors with respect to their importance by using multi-criteria decision making tool of analytical hierarchy process (AHP). The experts were selected from different sectors such as academia, NGOs and industry. With the help of experts, a framework of individual energy consumption behaviour is developed to allow the government and other stakeholders to make policies accordingly to achieve energy sustainable.