Determinants of employee energy conservation behaviour in small hospitality firms in the city of Tshwane Metropolitan Municipality, Gauteng Province, South Africa

Abstract

The aim of this study was to investigate the determinants of employee energy conservation behaviour in small hospitality firms. The study integrated the Theory of Planned Behaviour (TPB) and the Value Identity Personal Norms model (VIP) to develop a theoretical framework. This study had ten objectives: (1) to evaluate the relationship between biospheric values and employee attitude towards energy conservation; (2) to explore the relationship between biospheric values and subjective norms; (3) to examine the relationship between biospheric values and perceived behavioural control; (4) to determine the relationship between biospheric values and environmental self-identity; (5) to assess the relationship between environmental self-identity and personal norms; (6) to explore the relationship between attitude and intention to conserve energy; (7) to examine the relationship between subjective norms and the intention to conserve energy; (8) to determine the relationship between perceived behavioural control and the intention to conserve energy; (9) to evaluate the relationship between the intention to conserve energy and energy conservation behaviour; and (10) to explore the relationship between personal norms and energy conservation behaviour. The study used the quantitative research design. The study’s population was obtained from employees of small hospitality firms in the City of Tshwane Metropolitan Municipality of the Gauteng Province, specifically in Atteridgeville, Centurion, Ga-Rankuwa, Pretoria CBD, and Pretoria North. The cross-sectional survey method was used to collect data. A sample of 271 was selected. A self-administered questionnaire was used to collect primary data from respondents. Data analysis was completed using the Statistical Package for Social Scientists Analysis of a moment structures (SPSS AMOS 26). The Cronbach’s alpha and composite reliability were employed to measure reliability. The results of the research revealed that biospheric values have a positive direct relationship towards attitude, subjective norms, perceived behavioural control and environmental self-identity. It further showed a positive direct relationship between environmental self-identity and personal norms, attitude and intention, subjective norms and intention, perceived behavioural control and intention, intention and behaviour and personal norms and behaviour. Recommendations to improve employee energy conservation behaviour were suggested.