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Motivation Factor Influencing Behavior Change in Electrical Consumption


Mohd Radzi, Husni and Chong, Pui Yee and Nik Nazli, Nadian Nisa and Mokhtar, Shaharina and Mokhtar, Mohd Zin and Abd Rahman, Noor Azam (2018) Motivation Factor Influencing Behavior Change in Electrical Consumption. In: Knowledge Management International Conference (KMICe) 2018, 25 –27 July 2018, Miri Sarawak, Malaysia.

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Abstract

This paper discusses consumer awareness and consumer Current electric consumption behavior as possible factors that could increase human motivation in committing to conserving behavior especially on electrical energy. The study also looks at how much motivation factor can create changes in consumer behavior towards the desired outcome.The study tested three hypotheses which are H1: Current Electric Consumption Behavior (CB) has significant influence on Motivation (MV), H2: Awareness (AW) has significant influence on Motivation (MV) and H3: Motivation (MV) has significant effect on Behavior Change (BC).Based on the finding gathered using PLS analysis on 400 respondents indicated that current electrical consumption behavior and consumer awareness have positive effect on person motivation about current electrical issue. Motivation have a negative correlation with resistance to behavior change. This may indicate that the higher the motivation level that a person has the less resistance that consumer feel in changing their behavior towards electric conservation.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 9789670910871 Organized by: y School of Computing, College of Arts and Sciences, Universiti Utara Malaysia.
Uncontrolled Keywords: Motivation, current electric consumption behavior, behavior change, electricity
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: School of Computing
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 28 Nov 2018 00:43
Last Modified: 28 Nov 2018 00:43
URI: http://repo.uum.edu.my/id/eprint/25250

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