Green, guilty, and frugal : facilitators of energy saving and the choice of energy-efficient appliances in the Australian energy market

Empirical evidence concerning the effects of multiple identities on energy consumption is growing, but it is unclear if the strength of their influence depends on a given domain. This research contributes to the literature by using identity theory to examine routine energy-saving behavior and purchase-related behavior. The mediating role of anticipated guilt in this central relationship between identity and energy saving is also explored. The study also compares solar with non-solar households using multi-group analysis since energy saving in solar homes is underexplored. Survey data were obtained from 607 Australian respondents and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that multiple identities are linked to energy-related behaviors and mediated through anticipated guilt. Interestingly, when studying the mediated links, the results show that an environmental identity is more influential than a frugal identity in motivating the choice of energy-efficient appliances. The findings serve as an opportunity for policymakers and practitioners to 'nudge' people towards energy conservation. The study suggests that combining guilt appeals with identity is likely to be effective in motivating energy-saving behaviors in both solar and non-solar households.