Predicting energy-saving behavior in Saudi Arabia using theory of planned behavior

The main objective was to examine the impact of social norms, habits, and perceived behavioral control towards intention and its impact on energy-saving behavior. Also, the direct effects of habits and perceived behavioral control were examined towards energy-saving behavior. The target population was based on citizens of Saudi Arabia while the data collection was conducted using a quantitative approach. The purposive sampling was used, and data was analyzed using PLS-SEM using SmartPLS 3.2.8. The results show that habits had insignificant impact on energy-saving behavior. The habits had a significant impact on intention. The intention had an impact on energy-saving behavior. The perceived behavioral control had an impact on intention. The social norms had an impact on intention. We recommend that people should enhance their perceived behavioral control by believing on their attitude and feelings towards developing positive intentions that further leads towards energy saving behavior.