Since heating-related energy consumption is one of the main sources of greenhouse gas emissions and accounts for a large part of domestic energy use in Europe, reducing heating-related energy consumption has great potential to reduce Europe’s greenhouse gas emissions. This study examines which factors determine people's intention to decrease heating-related energy usage, specifically lowering the temperature in winter. It was part of a larger European project focused on promoting energy reduction. This study presents a smaller-scale model tested among 363 individuals from five pilot countries, i.e., Belgium (n = 58), Croatia (n = 82), Germany (n = 105), Greece (n = 33), and Portugal (n = 85). We applied three robust theoretical frameworks: the Theory of Planned Behaviour, the Value Belief Norm Theory, and the Prototype Willingness Model. We conducted a confirmatory factor analysis to ensure construct validity, followed by a structural equation model. Our findings suggest that willingness (from the Prototype Willingness Model) is the most important predictor in explaining someone’s intention to reduce heating-related energy consumption. Additionally, perceived behavioural control, subjective norms, and attitudes (part of Theory of Planned Behaviour) also play an important role in predicting the intention to reduce energy consumption. Lastly, personal moral norms (from the Value Belief Norm Theory) have a significant impact, but their effect is moderate compared to the other predictors.

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Reducing heating-related energy consumption is vital in Europe, where it accounts for a significant portion of domestic energy usage. We studied the factors that influence reduced heating-related consumption by using three theoretical frameworks: the Theory of Planned Behaviour, the Value Belief Norm theory, and the Prototype Willingness Model. Our sample consisted of 3098 people from 29 European countries. We conducted a confirmatory factor analysis to verify whether our observed variables measure our latent factors, followed by a structural equation model that incorporated these three behavioural models. We find that perceived behavioural control, subjective norms and attitudes (as part of the Theory of Planned Behaviour) are significant predictors of intent to reduce consumption. However, perceived behavioural control was not statistically significantly associated with behaviour. Environmental concern had a more significant influence on attitudes towards energy reduction than bill consciousness. Attitude was additionally significantly associated with fear of losing comfort and energy knowledge. Moreover, personal moral norms (as part of Value Belief Norm Theory) and willingness (as part of the Prototype Willingness Model) contributed to explaining the intent to reduce consumption, while willingness was also associated with behaviour.@en