Using a unified model of TPB, NAM and SOBC to understand students’ energy-saving behaviors: moderation role of group-level factors and media publicity

Purpose This study aims to integrate the theory of planned behavior (TPB), norm activation model (NAM) and stimulus–organism–behavior–consequences theory (SOBC) with the moderators to investigate the main determinants of energy-saving behaviors as well as how group-level factors and media publicity significantly facilitate the energy-saving intention-behavior linkage among dormitory students in higher education institutions (HEIs). Design/methodology/approach A valid sample of 325 dormitory students resided in universities of Vietnam and a three-step analysis approach via SPSS 28.0 and AMOS 25.0 were used to test the hypothesized model. Findings This study yields that external stimuluses (subjective norms and perceived behavioral control) positively and strongly stimulate energy–energy attitude, while internal stimuluses (ascription of responsibility, awareness of consequences) arouse personal norms. Both internal and external stimuluses were found to have serially mediation effects on energy-saving behaviors via attitude toward energy saving, personal norms and energy-saving intention. Remarkably, group interaction and media publicity exert prominent positive moderation effects on the energy-saving intention–behavior relationship. Practical implications The findings of this research can be valuable for HEIs and policymakers to inspire university students’ energy conservation behavior for sustainable development goals. Originality/value This study contributed to the proenvironmental literature by adopting the SOBC paradigm that strengthens the integration of TPB and NAM models to explore the main determinants of dormitory students’ energy-saving behaviors, explain the underlying mediation mechanisms of organisms and behavioral responses and illustrate the moderation role of group-level factors and media publicity.