The incessant demand and consumption of energy services among individuals’ is increasing throughout the world. Individuals’ electricity consumption in Northern Cyprus has risen considerably. However, the demand for electrical energy services on the island is heavily reliant on imported fossil fuels. Burning fossil fuels has adverse effects on its environment. Therefore, sustainable energy consumption is required and individuals are targeted for energy conservation to reduce electricity consumption. Against this background, using the Structural Equation Modeling approach, this research incorporates social‐psychological factors; personal norms, positive and negative emotions into the theory of planned behaviour (TPB) model to assess the relationships among the variables, explain their impact on consumers’ electricity conservation intentions and enhance the explanatory power of the model. Data was conveniently obtained from a quantitative sample of 400 electricity consumers. The results indicate that negative emotions have the strongest significant influence on intentions, but personal norms have the least effect on intentions to save electricity. Furthermore, the study revealed that our expanded TPB model can provide improved explanatory power more than the original TPB. Policy implications, limitations and future research are discussed.

中文翻译：

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迈向可持续消费：预测社会心理因素对北塞浦路斯节能意愿的影响

全世界个人对能源服务的不断需求和消费正在增加。北塞浦路斯的个人用电量大幅上升。然而，岛上对电能服务的需求严重依赖进口化石燃料。燃烧化石燃料会对环境产生不利影响。因此，需要可持续的能源消耗，并针对个人进行节能以减少电力消耗。在此背景下，本研究采用结构方程建模方法，纳入了社会心理因素；将个人规范、积极和消极情绪纳入计划行为理论（TPB）模型来评估变量之间的关系，解释它们对消费者节电意愿的影响，增强模型的解释力。数据是从 400 名电力消费者的定量样本中方便地获得的。结果表明，消极情绪对节能意愿的显着影响最大，而个人规范对节能意愿的影响最小。此外，研究表明，我们扩展的 TPB 模型可以提供比原始 TPB 更好的解释力。讨论了政策影响、局限性和未来研究。但个人规范对节电意愿的影响最小。此外，研究表明，我们扩展的 TPB 模型可以提供比原始 TPB 更好的解释力。讨论了政策影响、局限性和未来研究。但个人规范对节电意愿的影响最小。此外，研究表明，我们扩展的 TPB 模型可以提供比原始 TPB 更好的解释力。讨论了政策影响、局限性和未来研究。