Abstract:
There is an unresolved paradox concerning electricity energy-saving behaviour. On one hand, there are many studies on energy-saving behaviours and on the other hand, recent research stresses that there exists large amount untapped potential in terms electricity energy-saving behaviours. Therefore, it becomes pertinent to revisit the construct of electricity energy-saving behaviours qualitatively to enlarge the spectrum of understanding. The purpose of this paper is to answer the research question why do not customers care about electricity energy-saving behaviours. A qualitative study is undertaken in Western India using grounded theory methodology. The basic steps in the analysis of qualitative data consist of coding the data, combining the codes into broader categories and themes, and interpreting the results. The study identifies seven categories of determinants of electricity energy-saving behaviours. Policy implications and limitations of the study are discussed along with areas of future research directions. This is the first study to unearth the dimensions of electricity energy-saving behaviour.
