What Drives Sustainable Energy Use? A Case Study from Jordanian Households

This study examines the factors influencing energy-saving behaviors in Jordanian households by expanding the Theory of Planned Behavior (TPB). Incorporating additional variables, such as energy poverty, eco-literacy, and environmental concern, this study utilizes survey data collected through online tools. The findings reveal that environmental concern and eco-literacy significantly influence attitudes, perceived behavioral control, and subjective norms, with attitudes emerging as the dominant predictor of environmentally sustainable intentions. These intentions, in turn, positively influence actual sustainable behaviors. Energy poverty directly affects both intentions and behaviors, moderating key relationships within the model, notably diminishing the influence of attitudes on intentions and the translation of intentions into behavior. The results validate the applicability of TPB to sustainable energy practices and demonstrate the importance of addressing economic barriers. Overall, the findings suggest that fostering environmental concern and eco-literacy is necessary but insufficient without interventions that mitigate financial constraints associated with energy poverty.