WASTOPHOBIA: A PATH TOWARDS SUSTAINABILITY IN RESPONSIBLE BEHAVIOR-A CASE OF DOMESTIC SECTOR ELECTRICITY WASTE MANAGEMENT

Electricity is indispensable for socio-economic developments. Its demand dramatically increasing in the domestic sector at an incredible pace despite distressing electricity deficiency most of world's developing economies like Pakistan. The synthesis literature portrays that consumers irresponsibly (consciously or unconsciously) waste a major portion their consumption detrimental to security, climate, and sustainable To effectively deal with issue waste, this study presenting theoretical research framework containing fear based promotional marketing strategy. novelty model present intriguing behavioral strategy consumer responsible behavior. Confronting awareness wasteful its conditional impacts (financial, environmental, personal future & security threats religious punishments) can significantly create wastage (wastophobia) consumers' mind. Wastophobia will set ground foundations researchers policymakers manage as well other goods services. This contribute knowledge various disciplines, such marketing, psychology, management so on. Sustainable behavior categorically supporting holds huge potential policy guidelines under arena electrical purification management. Moreover, implications are viable, sensible, supportive national transmission production regulatory authorities both public counterparts.Keywords: Energy Efficiency, Wasteful Consumption Awareness, Religious Sermons, Wastophobia, Responsible BehaviorJEL Classifications: Q4, Q40, D1DOI: https://doi.org/10.32479/ijeep.11450