Using a Unified Model of TPB, NAM, and SOBC to Investigate the Energy-Saving Behaviour of Urban Residents in Vietnam: Moderation Role of Cultural Values

This study integrated the theory of planned behaviour (TPB), norm activation model (NAM), and stimulus–organism–behaviour–consequences (SOBC) to determine how external (subjective injunctive norm, subjective descriptive perceived behavioural control) internal stimuli (ascription responsibility, awareness consequences) stimulate organisms (attitude towards energy saving personal norms), which in turn drives responses (energy-saving intentions behaviours) their consequences habits). A sample 1514 residents five large cities Vietnam a multiple linear regression analysis were used test hypothesised model. The results show that positively shaped favourable energy-saving attitude, while aroused individuals’ norms. In addition, intention, behaviours, habits serial mediators impacted by both stimuli. also indicate long-term orientation moderated relationship between habits, but collectivism only nexus behaviours habits. These findings imply policymakers should focus on conveying information related conservation among surrounding people, increasing citizens’ consequences, responsibilities, moral obligations regarding energy, not neglect informative role cultural values practices.