Is household electricity saving a virtuous circle? A case study of the first-tier cities in China

Abstract Based on a survey in four first-tier cities in China, this paper uses multiple indicators multiple causes model to estimate the determinants in personal consciousness of electricity saving, and uses a structural equation model to verify the relationship between electricity saving behavior and willingness through value simulated by activity. Hypotheses based on the theory of practice are verified by finding a virtuous circle in energy-saving: the residents' past energy-saving experience enhances their positive value, thereby promoting energy-saving willingness. Although the experience of power saving leads to unpleasant feelings too, which inhibits future energy-saving willingness, the impact is limited. To promote the virtuous circle between behavior and willingness, information feedback is most promising in enhancing the virtuous circle according to our empirical study, a change of one unit of standard deviation in information sharing might cause 0.43 unit of standard deviation in electricity-saving willingness, which is bigger than the economic value and is almost 10 times of the negative feelings. Given that the respondents with higher education and income levels show higher consciousness of energy saving, from a bigger perspective, energy-saving consciousness could be promoted as added value for the society’s development. The survey conducted in the cities with the highest levels of urbanization in China provides a reference for non-economic factor analysis on energy consumption in China and other developing countries, by proposing both qualitative and quantitative recommendations for the policymakers.