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Energy Policy 128 (2019) 150–161

Contents lists available at ScienceDirect

Energy Policy
journal homepage: www.elsevier.com/locate/enpol

What affects individual energy conservation behavior: Personal habits, T


external conditions or values? An empirical study based on a survey of
college students☆
Dan Shia, Lei Wanga, , Zhenxia Wangb

a
Institute of Industrial Economics, CASS, No. 2 Yuetan Beixiaojie Street, Beijing 100836, China
b
National Academy of Economic Strategy, CASS, No. 28, Shuguangxili Chaoyang District, Beijing 100028, China

ARTICLE INFO ABSTRACT

Keywords: It is important to encourage people to form energy conservation habits to increase energy efficiency. The ap-
Energy conservation behavior plication of social psychology research paradigm in studying energy conservation behavior sheds more light on
Values what conditions are necessary for sustained energy conservation behavior. Based on a survey of 234 college
SEM students in Beijing, this study was carried out using the VBN model as its analysis framework and a structural
equation model while focusing on whether egocentric values necessarily lead to non-energy conservation be-
havior and whether altruistic and biospheric values inevitably lead to energy conservation behavior among
college students. The following conclusions can be drawn. First, the study partially verified the basic conclusion
of the VBN model, that is, values have a significant effect on energy conservation beliefs, which in turn sig-
nificantly affect personal energy conservation norms. Second, energy conservation beliefs formed by altruistic
and biospheric values are translated into real energy conservation norms. However, egocentric values do not
significantly affect the attribution of energy conservation responsibility. Moreover, personal energy conservation
norms do not translate into energy conservation behavior. Third, individual behavioral habits and external
conditions do not promote the translation of personal norms into real energy conservation behavior.

1. Introduction consumption. Many studies have verified that human behavior is an


important factor in determining the effects of energy conservation and
With the economic and social development of the times, the environmental protection (Gardner and Stern, 2002; IPCC, 2007), so it
household sector has gradually become an important source of energy is necessary to start from human behavior to effectively solve serious
consumption. The household energy consumption percentage for global environmental problems (DuNannWinter and Koger, 2004;
Europe and the US is over 20%, and it even approaches 40% in some Gardner and Stern, 2002; Vlek and Steg, 2007). Therefore, the focus of
countries. The percentage of energy consumption in China's household much research is on encouraging energy conservation behavior and
sector was about 11% in 2016. However, due to the current states of exploring factors which influence the formation of such behavior.
energy consumption by product, widespread adoption of energy con- Based on economic research, energy conservation behavior has been
servation technology, energy prices and other factors, the household found to be people's choice after comparing the costs and benefits of
sector still has much room for improvement. It is different from the energy consumption, and price and income are the key variables that
industrial sector, which is more dependent on technological progress: in affect the behavior. It is generally believed that household income is
many cases, people can achieve significant energy conservation results positively related to household energy consumption: household energy
by only slightly changing their energy consumption behavior. For ex- consumption increases with income, though the rate at which energy
ample, according to rough estimates, electrical appliances plugged consumption improves is lower than that of income. High-income fa-
while not in use waste about 200 kWh of electricity per year per milies tend to invest in energy conservation technology, that is, to buy
household, which accounts for about 10% of total household energy energy-efficient products, while low-income families rely more on

This study is part of the research results of “Industrial Economics Summit Strategy” program and the Sino-Dutch “Joint Scientific Thematic Research Programme:

Beijing Groningen Smart Energy Cities (BIGS)” funded by the Chinese Academy of Social Sciences.

Corresponding author.
E-mail address: casswanglei@cass.org.cn (L. Wang).

https://doi.org/10.1016/j.enpol.2018.12.061
Received 6 March 2018; Received in revised form 13 November 2018; Accepted 31 December 2018
0301-4215/ © 2019 Elsevier Ltd. All rights reserved.
D. Shi et al. Energy Policy 128 (2019) 150–161

changing their behavior to save energy (Lenzen et al., 2006). The price psychology research paradigm in studying energy conservation beha-
of energy determines the cost of (and thus significantly affects) vior allows for a greater understanding of the necessary conditions for
household energy consumption. However, the effects of pricing on the sustained practice of energy conservation behavior and how to
consumption for different groups and different types of energy are quite make better-targeted energy policies.
different (Berkhout et al., 2004; Zhang and Cheng, 2011). In general, In order to identify the psychological factors influencing in-
raising energy prices is an effective way to encourage energy con- dividuals’ choices as to energy conservation behavior and the path
servation. from the human psychology to energy conservation behavior, this
Economic research paradigm poses clear implications for policy, but study focuses on values and behavior choice based on the classic
there are limitations and deviations in interpreting real energy con- value-belief-norm (VBN) model. On the basis of existing research, the
servation behavior based on economic considerations alone. For ex- authors designed a questionnaire on energy conservation behavior and
ample, some people choose green travel not based on utility or income conducted a network survey of 234 college students in Beijing using a
but to practice their beliefs on environmental protection. This at least structural equation model (SEM). The main purpose was to study
indicates that some people's behavior may not be based on income or whether egocentric values necessarily lead to non-energy conservation
cost but on their beliefs or habitual decisions, which means they rarely/ behavior and whether altruistic and biospheric values inevitably lead
never collect information or evaluate other economic alternatives with to energy conservation behavior among college students. In addition,
regard to energy consumption behavior. Studies have also found that the study also looks at the effects of external conditions and personal
there is little effect even when a government has formulated various habits on the energy conservation behavior of college students when
energy policies, such as reducing the prices of energy-efficient products they have different values. College students were chosen as the sub-
and raising the prices of non-energy-efficient products to encourage jects of research mainly based on the following considerations: com-
energy conservation and reduce energy consumption. Such energy po- pared to other people, college students have a high level of homo-
licies require the coordination of people's behavior in order to be ef- geneity, the variables of cost, income and education can basically be
fective (Steg et al., 2005). For example, the actual results of the tiered ignored and they are able to clearly express their values, which makes
electricity pricing policy in Hangzhou show that it has not been effec- the findings more reliable. This study is different from previous work
tive at promoting energy conservation or reducing energy consumption. mainly in the following two aspects: first, it separates values from
Therefore, economic research paradigm emphasizes the external factors other external factors and systematically examines how values influ-
that influence people's behavior, assuming information, income and ence energy conservation beliefs, personal norms and energy con-
cost as equally important in affecting human behavior, but it does not servation behavior, thus preventing research bias caused by en-
take into account internal factors such as attitude and personality, in- dogenous problems. Furthermore, data from China was used in
stead simply regarding people on the whole as rational consumers. verifying the latest theories of energy conservation behavior. Second,
Just as external factors1 such as income and price affect energy the conclusions of the study are conducive to the formulation of en-
conservation behavior, internal factors such as attitudes, beliefs and ergy conservation policies for public institutions such as colleges and
other psychological aspects also affect, sometimes decisively, people's government institutions in China.
choices as to energy conservation. According to the attitude-behavior- The remainder of this paper continues with Section 2, the literature
external conditions (ABC) model in social psychology, attitude and review and hypotheses. Section 3 describes the design of the study,
external conditions are the main factors that affect people's low-carbon including the questionnaire structure, survey method and empirical
behavior (Guagnano et al., 1995). A pro-environmental attitude is model. Section 4 is an analysis of the empirical results. Section five is
beneficial to investments in energy conservation (Egmond et al., 2005) the summary and offers direction for further research.
and has a significant effect on the attitudes of green consumers
(Gadenne et al., 2011). In addition, the theory of planned behavior 2. Literature review and hypotheses
states that behavioral intention is a necessary condition and the most
important determinant of behavior (Ajzen, 1991). 2.1. Literature review
The conclusions of this study indicate that if the necessary psy-
chological conditions (for example, an energy conservation attitude and According to social psychology paradigm, there are three models
green concept and values) do not exist, energy conservation behavior that explore the relationship between the human psychology and en-
stimulated by external policy incentives may not be lasting. Therefore, ergy conservation behavior: the attitude-behavior-external conditions
it is not enough to focus only on external factors such as policy, in- (ABC) model, the theory of planned behavior (TPB) model and the
formation, price and income while studying the energy conservation value-belief-norm (VBN) model.
and environmental protection behavior of individuals. Researchers The ABC model holds attitude as a key variable in determining
need to go further into the human psychology. (Of course, social psy- behavior. Thus, it analyzes the comprehensive influence of attitude and
chology theory also emphasizes that psychological factors are require- external conditions on promoting energy conservation behavior. Major
ments for a behavior but not the only requirements. In many cases, related findings come from a number of studies: Abrahamse and Steg,
psychological factors are influenced by many external factors that (2009) tracked and monitored 189 families in the Netherlands and
hinder their conversion into real behavior.2) Therefore, applying social found that psychological factors such as subjective norms, attitude and
control of cognitive behavior can effectively explain household energy
conservation behavior. Gadenne et al. (Gadenne et al., 2011) also
1
In addition, communication theory, which also emphasizes external factors, verified that environmental attitudes have a significant effect on green
holds that continuous feedback of information can adjust human behavior. But consumers’ environmental behavior. The Chinese scholars Li and Zhan,
this model only emphasizes the information itself, equating information to (2007) suggested that, compared with their attitudes towards universal
motivation, and ignores the formation process and content of the information. environmental problems, looking at people's attitudes towards specific
In fact, knowing how to save energy (information-forming process) is different
energy conservation behavior was more useful in predicting their en-
from practicing real energy conservation behavior (incentive). For example,
ergy conservation behavior. A study by Bai and Li (Bai and Li, 2012)
extensive energy conservation publicity does not lead to extensive energy
conservation behavior in society at large. showed that people's attitudes towards energy and the environment can
2
In fact, due to objective conditions, the authors were unable to observe affect energy conservation behavior. Wang et al. (2010) found that
people's long-term behavior. When one observes a person's general or habitual there was a significantly positive correlation between environmental
behavior rather than a single act, the predictive effect of psychological factors attitudes and environmental behavior, that is, pro-environmental atti-
on behavior becomes clearer. tudes enabled people to implement green behavior.

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D. Shi et al. Energy Policy 128 (2019) 150–161

Unlike the ABC model, the TPB model holds that attitude does not information, formulating related policies, and making energy wasting
directly affect behavior and, thus, changing people's attitudes may not behavior more expensive (Bolderdijk et al., 2012; Geller, 2002; Steg
change their behavior. For example, Brandon and Lewis (1999) con- and Vlek, 2009). This way, the conflict between goals can be reduced.
ducted an empirical study on household energy consumption in Britain This idea is relatively consistent with the basic findings from economic
and found that environmental attitudes did not significantly affect en- research paradigm. The other way is to constantly amend hedonic and
ergy conservation behavior. As for behaviors which can be completely gain goals, solidify normative goals and better justify energy con-
controlled by personal willpower, behavioral intention (which is de- servation behavior and environmental protection.
termined by personal attitude), subjective norms and control of cog- However, the first path is more difficult to implement because, for
nitive behavior were found to be direct determinants of behavior example, energy conservation products can be more expensive, and
(Ajzen, 1991). Control of cognitive behavior refers to the control that public transport is usually more uncomfortable and less convenient.
individuals feel when they practice specific behaviors according to their Thus, people may only focus on subsidized and more economical forms
experience or anticipation. But human behavior is not completely of energy conservation, resulting in unsustainable energy conservation
controlled by sensibility and willpower; it also depends on external behavior (Evans et al., 2013). This can also explain why policy re-
conditions such as resources, opportunities and skills. Many scholars commendations based on economic theory often fail to achieve desired
have done empirical research on energy consumption behavior based results.
on the TPB model. Hines et al. (1986) verified that behavior intention The second path is to enhance people's normative goals and en-
was the intermediary variable for attitude, responsibility as well as courage people to do more meaningful things. For example, they can be
other personal factors and external factors that affect energy con- encouraged to focus on others, the next generation and environmental
servation behavior. In studies by Kara (1998) and Michele et al. (2004), protection. In fact, even if it costs more and the normative goals are in
a positive correlation between behavioral intention and energy con- conflict with hedonic goals (or gain goals), most people would still like
servation behavior was also verified. to behave in more environmentally friendly ways (Aquino et al., 2009;
Of course, there are studies that question the TPB model. For ex- Bolderdijk et al., 2012), such as by sorting and recycling their garbage,
ample, the definition of the main variable in this model has been the buying organic food and donating to environmental protection projects
focus of unresolved debate, so the accuracy of related research results is (Czajkowski et al., 2014).
questionable. Studies have proven the execution of behavioral intention That being the case, what are factors that enhance people's nor-
may be the cognitive mechanism for transforming behavioral intention mative goals? Studies suggest that it depends on what values people
into action, but this has not been fully verified and requires further hold to. Values not only allow for stability and sustainability but also
study (Duan and Jiang, 2008). In addition, the theory of planned be- serve as a realistic explanation for the formation of energy conservation
havior does not fully explain the reasons for the formation of human awareness and behavior (De Groot and Steg, 2007, 2008; Steg et al.,
subjective norms. In social psychology, the influence of subjective 2011). Moreover, the influence of values on energy conservation
norms on behavior is even more important than that of attitude. awareness and behavior is consistent across Europe, Asia and the US
Studies have shown that values are the key variable that affect (Steg and De Groot, 2012), that is, values are the key factor in deciding
human psychology, attitude and behavior, and it is also values that whether sustained energy conservation behavior will be practiced.
make these behaviors sustainable (Rokeach, 1973). Stern (1999, 2000) In China, many scholars have begun to study household energy
proposed the value-belief-norm (VBN) model in a study and induction consumption behavior and have obtained numerous valuable findings.
of people's environmental behavior. Based on Schwartz's theory on The focus of these studies can be roughly divided into two categories.
values,3 normative incentive theory and new biospheric paradigm One is a focus on daily household energy consumption such as home
theory, through interaction with environmental values, beliefs and lighting, transportation and other basic necessities related to energy
norms explain the formation of environmental behavior, including en- consumption and efficiency improvement (Feng et al., 2011; Zhang
ergy conservation behavior. The VBN model provides a solid analytical et al., 2011; Qu et al., 2014; Wang and Ru, 2015; Lu et al., 2016). The
framework for the study of psychological variables that influence be- other is a focus on the characteristics and influencing factors of energy
havior. conservation behavior such as characteristics of the individual, family
Steg et al. (2014a, 2014b) established a research framework for the structure, income, energy prices and social norms (Wang and He, 2011;
relationship between the human psychology and energy conservation Xie et al., 2013; Sun, 2013; Gao and Zhang, 2015; Shi, 2015; Mi et al.,
behavior on the basis of traditional VBN theory. They stated that the 2016). The research method most often used has been questionnaires,
formation of energy conservation behavior depends on the synergy or and empirical analysis has been conducted via a multivariate statistical
conflict between people's goals and behavior. People's goals can be and SEM. Unfortunately, the existing research does not highlight the
divided into three categories: hedonic goals (concern about their own importance of values on personal energy conservation behavior, instead
sense of pleasure), gain goals (sensitivity to changes in their own re- placing values and external factors in the same model and estimating
sources such as money loss) and normative goals (sense of identity from their effects together, which can lead to endogeneity and deviation.
contributing to environmental protection) (Lindenberg and Steg, 2007). Thus, the understanding gained on the effects of values has been in-
Theoretically, energy conservation and environmental protection be- complete. Second, the existing research does not go further to answer
havior use fewer energy resources and are more appreciated. Therefore, why “selfish” people sometimes practice energy conservation behavior
practicing such behavior is enjoyable, more cost-effective and makes while those who are altruistic and hold to environmentally friendly
winning approval easier, so the three goals form a synergy. But this is values do not always practice energy conservation behavior.
not always so in reality. Energy conservation and environmental pro- Currently, policies to promote energy conservation and environ-
tection may be less convenient, inconvenient or uneconomic (Steg, mental protection in China are mainly based on economic research
2003). Under such circumstances, how can people be encouraged to paradigm. For example, it has been proved that excessive increases in
adopt energy conservation and environmental protection behavior? energy prices undermine the welfare of people, especially those with
There are usually two ways. One is to change the results of energy low incomes, while an excessively slack pricing policy cannot achieve
conservation behavior, such as by making it more economic and con- the desired effect. The authors thus believe it necessary to adopt social
venient through subsidies, improving the communication of psychology research paradigm and focus on the influence of values and
other psychological factors on energy conservation behavior choices so
as to provide data useful for energy conservation policymakers.
3
Schwartz's value theory asserts that different behaviors originate from dif-
ferent values.

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2.2. Hypotheses

The VBN model was put forward in 1999 by P.C. Stern based on
Schwartz's value theory, the normative incentive theory and the new
biospheric paradigm theory. The VBN model discusses how biospheric,
altruistic and egocentric values4 affect people's beliefs (behavior con-
sequence awareness and attribution of environmental responsibility),
lead to the formation of personal norms (sense of environmental re-
sponsibility) and ultimately translate into real energy conservation
behavior. Consequence awareness refers to people's judgments on the
consequences of their actions. The attribution of environmental re-
sponsibility refers to who is viewed as responsible for environmental
problems. Personal norms refer to the mental state of people who
practice non-obligatory behavior out of a sense of responsibility. Nor-
mative incentive theory holds that individual norms are the key to in-
dividuals adopting altruistic behavior Fig. 1.
Based on Stern (1999, 2000) work, a number of studies system-
atically looked at the effects of values on energy conservation and en-
vironmental protection behavior. Thogersen and Olander (2002) ver- Fig. 1. Basic analysis framework of the VBN model.
ified the hypothesis on the effects of values by randomly sampling
Danish consumers and using a cross-lagged panel model and SEM. The protection behavior than altruistic values are (De Groot and Steg,
study found that a sustainable energy consumption mode is indeed 2007).
influenced by personal values. Clark et al. (2003) suggested that the Based on these findings, the analysis paradigm of the VBN model
internal factors of altruistic values and environmental values are as was used in this study to look at the internal factors of the energy
important as external factors (such as income and social statistics) in conservation behavior of Chinese people and verify the correlation
determining people's energy conservation and environmental protec- between variables so as to provide a reference for future energy con-
tion behavior. Garling and Fujii (2003) conducted a questionnaire of servation and environmental protection policies. In addition to ver-
524 people living in the downtown areas of Swedish cities. SEM esti- ifying several conclusions from the environmental VBN model, this
mates showed that those with pro-environment behavior and pro-so- study also looked into external environmental factors (such as policy
ciety concepts could influence individual self-regulation and practice guidance and other factors in the VBN model), integrating internal
low-carbon behavior to benefit society. Poortinga et al. (2004) devel- values to analyze their effects on energy conservation and environ-
oped a behavior value scale that consists of seven sub-factors for mental protection behavior.
household energy consumption, and it was found that the sub-factor of Several basic hypotheses are posed:
“openness to change” had a significant effect on household transpor-
tation energy use while the other sub-factors had relatively weak re- H1. Egocentric, altruistic and biospheric values all have significant
lationships to energy use. Steg et al. (2005) stated that although the effects on individual energy conservation beliefs.
international community and the Netherlands itself have encouraged H2. Egocentric values have a negative correlation to energy
energy conservation and reduced energy consumption by formulating conservation beliefs.
all kinds of energy policies such as reducing the prices of energy-effi-
cient products and raising the prices of non-energy-efficient products, H3. Altruistic and biospheric values have a positive correlation to
the effects were negligible. Their research suggested that energy policy energy conservation, and the correlation of biospheric values is more
could not be effective without the coordination of people's behavior. In significant.
this way, the study showed that the VBN model explains well the in- H4. Energy conservation beliefs significantly affect people's energy
fluence of values on energy conservation behavior; all variables on the conservation behavior norms.
chain showed significant causality. Groot and Steg (2010) conducted a
survey among students and found that the stronger the altruistic and H5. Energy conservation behavior norms eventually lead to energy
biospheric values are of individuals, the easier it is for them to make conservation behavior.
decisions to practice environmentally friendly behavior. Egocentric, H6. Personal habits and external conditions are also significantly
altruistic and biospheric values have different influences on energy related to ultimate energy conservation behavior.
conservation and environmental protection behavior. Research shows
that egocentric values are inversely related to energy conservation and
environmental protection behavior, while altruistic values and en- 3. Research design
vironmental values promote energy conservation and environmental
protection behavior. The reason is that energy conservation and en- 3.1. Description of questionnaire
vironmental protection behavior often require people to control their
egocentric values. In some cases, environmental values are more con- Based on theoretical logic, the questionnaire consists of four parts
ducive to the formation of energy conservation and environmental (Fig. 2 and Table 1). The first is on values. Schwartz Schwartz (1994,
2001) divided values into egocentric (Ego), altruistic (Alt) and bio-
spheric (Bio) orientations. According to the Schwartz value scale,
4 egocentric values consist of social power, wealth and authority, al-
Biospheric values, which are inherently centered on the natural environ-
truistic values consist of equality, world peace and social justice and
ment, hold that human beings should not destroy nature. Altruistic values,
which are centered on the interests or goals of humanity, are concerned with biospheric values consist of respect for the earth, consistency with
the effects of environmental issues on other people and long-term interests and nature, environmental protection and prevention of pollution (Schwartz
consequences. Egocentric values, which are centered on self-interests or self- and Bilsky, 1987; Schultz, 2001; Stern et al., 1993; Dietz and Kaldoff,
centered goals, are concerned with the effects of environmental issues on the 1993; Stern et al., 1998; De Groot and Steg L., 2008). Respondents rated
interests of the self. each value according to their personal standards. The scale for rating is

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Fig. 2. Theoretic hypothetic model of factors that influence energy conservation behavior. Note: EC represents external condition such as policy, while OC represents
personal habits.

Table 1 should be more energy efficient than others and 6. The environment is
Questionnaire on measuring energy conservation behavior intention and in- very important for everyone. The respondents gave a score on their
fluencing factors. degree of support for each item:1 represents strong disagreement and 7
represents strong agreement.
Egocentric Values(Ego) (α = 0.827)
Social Power: The wish to control others (Ego1) The third part is on personal norms (PN), and there are seven items:
Wealth: Material wealth, money (Ego2) 1. I feel guilty if I do not save energy, 2. I feel morally obliged to save
Authority: Power to lead and giver orders (Ego3) energy, 3. I feel proud when I save energy, 4. It is against my principles
Altruistic Values (Alt) (α = 0.756) not to save energy, 5. I have a moral obligation to save energy, 6.
Equality: Equal opportunity for everyone (Alt1)
Saving energy is consistent with my actions and principles and 7. I think
Social Justice: Correcting injustice, protecting disadvantaged groups (Alt2)
Helpfulness: Working for others’ welfare (Alt3) I have a responsibility to reduce my energy use (Schwartz, 1977; Steg
Biospheric Values (Bio) (α = 0.879) et al., 2014a, 2014b).
Respect for the Earth: Harmony with other species (Bio1) The fourth part is on behavioral intention (BI). Household energy
Consistency with Nature: Being part of nature (Bio2)
conservation behavior is divided into three categories: investment in
Protection of the Environment: Protection of nature (Bio3)
Prevention of Pollution: Protection of natural resources (Bio4)
energy efficiency, utility reduction and change of habits. Investment in
Attribution of Responsibility (AR) (α = 0.872) energy efficiency refers to the purchase of energy conservation pro-
I don’t care about environmental problems (AR1) ducts, the installation of energy conservation equipment and the pur-
Everyone must take responsibility for environmental problems (AR2) chase of energy conservation services (Van Raaij and Verhallen, 1983;
The government should take measures to combat environmental problems (AR3)
Barr et al., 2005), which increase living expenses and are categorized as
The mass media should create an energy conservation atmosphere (AR4)
Professionals and technical specialists should be more energy efficient than others active energy conservation behavior. Utility reduction refers to
(AR5) achieving energy conservation goals by reducing energy consumption
The environment is very important for everyone (AR6) through measures such as reducing the number of baths taken, cutting
Personal Norms (PN) (α = 0.927)
back on car use, adjusting air conditioner temperature and lessening the
I feel guilty if I do not save energy (PN1)
I feel obliged to save energy (PN2)
amount of time that the heater is turned on (Scott et al., 2000), which
I feel proud when I save energy (PN3) lead to utility loss for people and may be categorized as active or
It is against my principles not to save energy (PN4) passive. Change of habits refers to achieving energy conservation by
It is my moral obligation to save energy (PN5) changing the ways one uses energy, such as by reducing the amount of
Saving energy is consistent with my principles (PN6)
time that electrical appliances are plugged while not in use and turning
I feel responsible to reduce my energy use (PN7)
off lights when they are not needed, which neither increase consump-
Note: Estimates of responsibility with Cronbach's α are given in parentheses. tion expenditure nor lead to the loss of utility. According to the char-
acteristics of the behavior of the respondents and based on existing
research, the energy conservation behavior on this questionnaire is
as follows: −1 is for values that oppose the subject's principles; 0 is for mainly concerned with change of habits and utility reduction.
values that are not important at all and have nothing to do with the In addition, the translation of the respondents’ personal norms into
subject's life; 3 is for values that are important; 6 is for values that are energy conservation behavior is influenced by personal habits (OC) and
very important; 7 is for values that are supremely important. external conditions (EC) (Steg et al., 2014a, 2014b). The authors thus
The second part is on the attribution of responsibility (AR), that is, added the moderating variables of personal habits and external condi-
the view of who should be responsible for energy conservation beha- tions into the basic model. The purpose of selecting external scenarios is
vior. There are six items for this part: 1. I don't care about environ- mainly to reflect the special policy environment faced by the Chinese
mental issues, 2. Everyone must take responsibility for environmental college students, such as restricting the number of motor vehicles on the
problems, 3. The government should take measures to combat en- road, tiered pricing on electricity and gas. These policies are indeed
vironmental problems, 4. The mass media should create an energy affecting people's energy use behavior. Controlling external situation
conservation atmosphere, 5. Professionals and technical specialists factors can ensure the robustness of the conclusion on the relationship

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between values and energy-saving behavior. The questions on personal Table 2


habits were: OC1) —It is easy for me to accept new things, OC2) It is Gender and academic status of respondents.
easy for me to accept new experiences, OC3) It is easy for me to accept
Standard %
new developments and OC4) It is easy for me to accept new changes.
Questions on external conditions were: EC1) energy price levels, EC2) Gender Male 31.2%
public awareness of policies (whether energy-related policies were Female 68.8%
understood) and EC3) the influence of policies (whether restricting the Academic status Graduate 34.62%
Undergraduate 65.38%
number of motor vehicles on the road affects the choice of transport
used and whether tiered pricing on electricity and gas affects the use of
electricity and gas).
For example, On June 14, 2012, the National Development and 4. Empirical analysis
Reform Commission stated that residents' “tiered prices" will be im-
plemented nationwide on July 1 in the same year. About shared bikes, a 4.1. Benchmark model estimation
new type of environmental-friendly shared economy that has emerged
in China since 2015. It mainly provides bike sharing services on 4.1.1. Benchmark model
campus, subway stations, bus stops, residential areas, commercial Based on the above theoretical hypotheses and how SEM defines the
areas, public service areas, etc. to provide low-carbon transportation for interrelations between latent dependent variables and latent in-
all types of people. dependent variables, an SEM benchmark figure for factors that influ-
ence energy conservation behavior was drawn with AMOS 22.0 soft-
ware (see Fig. 3).
3.2. Survey method and sample information

4.1.2. Goodness of fit of the benchmark model


The survey was conducted from March to May 2017 via the internet.
AMOS 22.0 was used to test the model. Data processing from the
The respondents were undergraduate and graduate students at uni-
234 valid samples was used to modify the SEM benchmark model in
versities in Beijing. The authors first chose teachers and researchers at
order to evaluate the suitability of the model. On the foundation of the
the universities with questionnaire experience, who then had the stu-
modified value indicators, the residuals were increased to the relevant
dents fill out the questionnaires. In order to ensure the authenticity and
latent variables as required, and the maximum likelihood estimation
sincerity of answers given on the questionnaires, participants were re-
method was selected to obtain the goodness of fit and other statistical
warded with an economic incentive after filling out the questionnaire.
indicators. According to the main indicator of goodness of fit, the
In the end, 280 questionnaires were collected, 234 of which (84% of the
normed chi-square (Chi2/DF) was 1.233 (between 1 and 3); the in-
total) were valid.5
cremental fit index (IFI) and comparative fit index (CFI) were 0.982
The respondents were from Renmin University of China, Capital
(greater than 0.9) and the RMSEA was 0.032 (less than 0.08), all of
Normal University, the graduate school at the Chinese Academy of
which indicate that the hypothetical model is a good fit. The specific
Social Sciences, and the University of International Relations. For the
SEM goodness of fit indicators are shown in Table 3.
valid surveys, the average age of the respondents was 21.4 years. 31.2%
were male and 68.8% were female; 34.62% students were graduate
4.1.3. Normalized path coefficient, CR value and AVE value
students and 65.38% were undergraduate students (Table 2).
According to the empirical test results, the standardized factor
loading of the model was basically greater than 0.6 and the SMC value
3.3. Research method was basically greater than 0.4, which means that the normalized path
coefficient was ideal. The composite reliability (CR) was greater than
Based on the VBN theoretical analysis framework, the ques- 0.7, indicating that the internal consistency of every structure was re-
tionnaires were analyzed by establishing an SEM developed on the basis latively high, latent variables explained the measured variables rela-
of statistical theory from the 1970s. The model was applied to the study tively well and the questionnaire design was relatively reasonable (see
with improved methods with regards to such aspects as exploratory Table 4). The average variance extraction (AVE) was greater than 0.5,
factor analysis, confirmatory factor analysis, path analysis, multiple which indicates a high level of convergence validity (see Table 5).
regression and variance analysis. According to the developmental tra-
jectories of two very important statistical analysis techniques (factor 4.1.4. Analysis of paths of influence
analysis and path analysis) for social and behavioral sciences, Kaplan Amos 22.0 produced the paths of influence for the structural
(2000) points out that SEM originates from the two metrology dis- equation benchmark model (see Table 6). According to the results, the
ciplines of psychometrics and econometrics. SEM is widely applied in normalized path coefficients for Ego→AR and PN→BI were negative,
psychology, sociology, economics and other fields and has become a failing to pass the test. The normalized path coefficients for Alt→AR,
major linear modeling and analysis technology. It has been praised by Bio→AR and AR→PN were greater than 0.2, passing the test. From the
many scholars as “the second generation of multivariate statistics.” At estimated results, the following conclusions have been drawn:
present, SEM is still a frontier research field in the area of multivariate First, egocentric values have a negative but insignificant correlation
statistical analysis. to the generation of energy conservation beliefs, whereas Steg and
SEM generally uses the maximum likelihood (ML) estimation model Abrahamse (2010) concluded that egocentric values and energy con-
to analyze the path coefficient of the structural equation and other servation beliefs have a significantly negative correlation. Second, al-
estimates. At present, the most popular software for SEM analysis is truistic and biospheric values have a significantly positive correlation to
LISREL, AMOS, EQS and CALIS. AMOS 22.0 was used for this study. the generation of energy conservation beliefs, which coincides with the
conclusion by Steg and Abrahamse (2010). Third, biospheric values
5 influence the generation of energy conservation beliefs more than al-
Before the formal questionnaire was issued, a practice survey was carried
out, and the time needed to fill out one questionnaire was found to be about truistic values do, which is also basically what Steg and Abrahamse
7 min. Therefore, 26 questionnaires (which had been completed in 5 min ac- (2010) stated. Fourth, energy conservation beliefs affect the formation
cording to the time recorded by the network research software used) were of individual behavior paradigms. Fifth, the formation of individual
deemed invalid. Moreover, 11 samples, which had been filled out by non-stu-
dents, were invalidated, as were 9 other samples because of obvious errors.

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D. Shi et al. Energy Policy 128 (2019) 150–161

Fig. 3. SEM benchmark model of factors that influence energy conservation behavior.

Table 3
Goodness of fit of the benchmark model.

Indicators Statistics Indicators Statistics

Bollen-Stine Chi-square 362.455 DF of Default Model 294


Independence Model Chi-square 4025.792 Parameter of Estimation 57
Goodness of Fit (GFI) 0.910 DF of Independent Model 325
Adjust Goodness of Fit (AGFI) 0.888 sample sizes 234
Normed Fit Index (NFI) 0.910 Normed Chi-square (Chi2/DF) 1.233
Non-Normed Fit Index (NNFI) Tucker-Lewis Index (TLI) 0.980
Incremental Fit Index (IFI) 0.982 Akaike information criterion (AIC) 476.46
Related Fit index (RFI) 0.900 Bayes information criterion (BIC) 673.408
Comparative Fit Index (CFI) 0.982 Expected cross-validation index (ECVI) 2.036
RMSEA 0.032 Gamma hat 0.990
Hoelter's critical N 190.088 McDonald's NCI 0.863
p-ratio 0.905 PGFI 0.823
PCFI 0.886 PNFI 0.823

Note: Bollen-Stine bootstrap p correction is estimated.

Table 4 that they do not affect real energy conservation behavior. Other studies
AVE of benchmark model. using the VBN model to study the relationship between values and
energy conservation behavior have suggested that personal habits and
AVE Bio Alt Ego AR PN BI external environmental factors (policies, etc.) are also important factors
that affect energy conservation behavior. Even under certain condi-
Bio 0.645 0.803
Alt 0.515 0.827 0.718 tions, the influence of values on energy conservation behavior is de-
Ego 0.619 0.265 0.333 0.787 viant because of the effects of personal and external factors. Keizer et al.
AR 0.535 0.409 0.400 0.085 0.731 (Keizer et al., 2011) proposed that if the external environment does not
PN 0.644 0.298 0.292 0.062 0.730 0.802
contain policies or conditions for energy conservation and environ-
BI 0.560 −0.029 −0.028 −0.006 −0.070 −0.096 0.748
mental protection but only contains slogans or norms produced by
administrative bodies to influence people's behavior, then it is not
conducive to the generation of energy conservation and environmental
energy conservation paradigms does not significantly affect real energy protection behavior. Abrahamse and Steg (2009, 2011) believe that
conservation behavior. personal habits often affect the formation of personal norms. If energy
conservation behavior becomes less convenient, even altruistic and
4.2. Benchmark model extension: personal habits and external conditions environmentally friendly orientations will not translate into energy
conservation behavior. Therefore, the variables of individual behavioral
The study of the benchmark model confirms that values affect only habits were added to the model for further analysis. Specific estimate
the formation of energy conservation beliefs and individual norms and models are shown in Figs. 4 and 5.

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Table 5
Structural normalized path coefficient, CR value and P value.

Sig. test of parameters Item reliability Composite reliability Convergence validity

Construct Indicator Unstd. S.E. z-value P Std. SMC CR AVE

Egocentrics value (Ego) Ego1 1.000 0.864 0.746 0.827 0.619


Ego2 0.892 0.080 11.162 *** 0.837 0.701
Ego3 0.614 0.064 9.578 *** 0.64 0.410
Altruistic values (Alt) Alt1 1.000 0.599 0.359 0.756 0.515
Alt2 1.272 0.183 6.956 *** 0.872 0.760
Alt3 0.951 0.126 7.516 *** 0.652 0.425
Biospheric values (Bio) Bio1 1.000 0.778 0.605 0.879 0.645
Bio2 0.972 0.085 11.415 *** 0.735 0.540
Bio3 0.960 0.071 13.483 *** 0.857 0.734
Bio4 1.010 0.077 13.199 *** 0.838 0.702
Attribution of responsibility (AR) AR1 1.000 0.715 0.511 0.872 0.535
AR2 1.146 0.095 12.125 *** 0.841 0.707
AR3 1.274 0.104 12.288 *** 0.854 0.729
AR4 1.020 0.099 10.253 *** 0.708 0.501
AR5 1.005 0.104 9.693 *** 0.669 0.448
AR6 0.893 0.110 8.147 *** 0.562 0.316
Personal norms (PN) PN1 1.000 0.728 0.530 0.927 0.644
PN2 0.997 0.082 12.207 *** 0.804 0.646
PN3 1.073 0.087 12.398 *** 0.816 0.666
PN4 1.103 0.094 11.699 *** 0.772 0.596
PN5 1.104 0.088 12.544 *** 0.825 0.681
PN6 1.010 0.082 12.341 *** 0.812 0.659
PN7 1.091 0.084 13.009 *** 0.854 0.729
Energy conservation behavior (BI) BI1 1.000 0.583 0.340 0.784 0.56
BI2 0.496 0.072 6.917 *** 0.967 0.935
BI3 0.445 0.056 8.003 *** 0.637 0.406

energy conservation behavior nor change the conclusion of the


Table 6 benchmark model.
Results from test of hypotheses.

Hypothesis Path Estimate Result


4.3. Further discussion
Benchmark model H2 Ego→AR −0.023 No
H3 Alt→AR 0.200 Yes The question then arises: why did the college students’ values affect
H3 Bio→AR 0.300 Yes their energy conservation beliefs and personal energy conservation
H4 AR→PN 0.700 Yes
norms but did not translate into actual energy conservation behavior?
H5 PN→BI −0.095 No
Extended Model 1 H2 Ego→AR −0.024 No There are a few possible reasons.
H3 Alt→AR 0.200 Yes The first has to do with sample selection. The students selected live
H3 Bio→AR 0.300 Yes a collective life, so those who hold non-energy conservation beliefs may
H4 AR→PN 0.700 Yes
be rejected by the group. Thus, individuals with egocentric values may
H6 OC→PN 0.200 Yes
H5 PN→BI −0.091 No
consciously hide their true feelings on awareness of responsibility, that
Extended Model 2 H2 Ego→AR −0.022 No is, the true influence of egocentric values on awareness of responsibility
H3 Alt→AR 0.151 Possibly is not revealed in their daily conversations or the questionnaires. In
H3 Bio→AR 0.328 Yes collective life, due to the lack of targeted measures (such as economic
H4 AR→PN 0.711 Yes
incentives and environmental pressure), people with different values
H6 EC→PN 0.043 No
H5 PN→BI −0.095 No influence each other, such that energy conservation behavior among
them becomes consistent, in turn causing awareness of responsibility
and behavior norms not to translate into different behaviors. It should
be noted that choosing college student groups as research subjects is of
According to the estimated results of the extended model (see significance for follow-up studies. After graduation, college students
Table 6), the following conclusions may be drawn: first, personal be- will change their behavior in certain degree because they would have
havioral habits affect the awareness of responsibility for individual more and stable income. Therefore, we believe that the conclusion of
energy conservation, but that does not translate into real energy con- this paper is not particularly important in itself, and it is important to be
servation behavior nor does it change the conclusion of the benchmark able to provide a good reference for subsequent follow-up studies.
model. Second, external conditions have no significant influence on Second, when energy conservation behavior is too costly or incon-
people's energy conservation beliefs and thus neither translate into real venient, or such behavior is not identified with by peers, individuals

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Fig. 4. Extended Model 1: personal habits.

Fig. 5. Extended Model 2: external conditions.

will not continue to practice energy conservation behavior even if they For example, when a driver has been ordered to arrive at a destination
have altruistic and biospheric values (Abrahamse and Steg, 2009, on time, he may be concerned only with punctuality, rather than fuel
2011). conservation or environmental protection.
Third, people tend to prioritize when external conditions lead to Therefore, further research should focus on the following aspects:
conflict among different goals, which is another reason why energy first, studies should be carried out on the relationship between values
conservation norms may not translate into behavior (Ünal et al., 2012)). and energy conservation behavior while taking into account the

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demonstration effects of collective living. That is, studies should look at general, individual behavioral habits are formed by the individual's use
the logical relationship between values, attribution of responsibility, of energy at home. Therefore, the energy conservation policies targeted
behavior norms and energy conservation behavior under the influence at household use can indirectly influence the energy conservation be-
of individuals with different values living together. The questionnaire liefs of public agencies, but it does not affect energy use behavior.
should include questions on whether energy conservation behavior is
affected by the people around us and other questions that reflect the 5.2. Suggestions for policy
demonstration effects of collective life. Second, research should bring
the external conditions that affect collective life (such as the effects of The conclusions of the study are useful for the formulation of energy
group evaluation on personal energy conservation beliefs and the in- conservation policy. At present, the energy conservation measures at
fluence of public institution energy conservation policies on energy colleges, universities and other public institutions are mainly based on
conservation behavior) into the analytic framework. Third, research administrative effort and publicity. Individual energy conservation
should extend the scope of the definition of “values.” More informative behavior is mostly encouraged by means of publicity, and no real at-
and scientific conclusions can be arrived at by applying the concept of mosphere of values has been formed. The mere use of slogans produced
dynamic values to study the logical relationship between the formation by administrative bodies to influence people's behavior will not gen-
and evolution of values and energy conservation beliefs, behavior erate energy conservation or environmental protection behavior (Keizer
norms and real energy conservation behavior. et al., 2011). The focus of energy conservation policies of public in-
Of course, comparative analysis of foreign research and the simi- stitutions such as colleges and universities should be gradually turned
larities and differences of the effects of values on energy conservation toward converting energy conservation beliefs into real energy con-
beliefs, personal norms and energy conservation behavior among dif- servation behavior. The existing research shows that it is impossible to
ferent regions, cultures and institutional backgrounds should be carried achieve this goal by only publicity and education. In the future, energy
out. The household sector, government agencies and public institutions conservation management at public institutions should attach im-
are also an important aspect of future research. portance to the formation of an energy conservation atmosphere so as
to make energy conservation a social norm and further internalize it
5. Conclusion and suggestions for policy into a personal norm. It is worth noting that it is needed to make ap-
propriate incentives to overcome the impact of group effects on in-
5.1. Conclusion dividual behavior.

According to the empirical results, the following conclusions have (1) In public institutions, social norms on individual behavioral con-
been drawn: straints should be emphasized. The form and content of energy-
First, by choosing college students as the respondents, such vari- saving publicity and education should be innovated. In making
ables as income, degree of education and age were controlled. On this energy-saving guidance policy, a comprehensive and reasonable
basis, this study partly verifies the basic conclusion of the VBN model, energy-saving publicity and education system should be formulated
that is, values have a significant effect on energy conservation beliefs, from the top down. In the implementation of the policy, the types
which in turn significantly affect personal energy conservation norms. and methods of energy-saving education and publicity should be
Similar to the experimental results from studies abroad, this study also enriched, and the types of guidance policies with rich content and
basically proves that altruistic and biospheric values help to form the various forms should be adopted, and residents' awareness and re-
attribution of responsibility, and that biospheric values are more con- cognition of energy conservation should be strengthened. In addi-
ducive to awareness of energy conservation responsibility. Thus, the tion to the one-way publicity and education in the past, we should
empirical results of this paper partially verify hypotheses one, two and improve group participation in energy conservation publicity and
three. education activities, organize energy conservation cultural activ-
Secondly, this study found that energy conservation beliefs formed ities through NGOs, such as green groups, encourage residents'
by altruistic and biospheric values translate into real energy con- participation, experience and interaction, and shape the social en-
servation norms. However, egocentric values do not significantly affect ergy conservation culture atmosphere.
the awareness of energy conservation responsibility. Moreover, per- (2) There are two approaches to follow when social norms and personal
sonal energy conservation norms do not translate into energy con- norms are not enough to promote energy-saving behavior. The first
servation behavior. Thus, the empirical results of this study partially is to provide convenient energy-saving environment (like public
support hypothesis four. The most significant discovery of this study is facilities). For example, improving public transportation and travel
that energy conservation beliefs and personal norms do not translate infrastructure to provide more comfortable public transportation
into real energy conservation behavior. This is a major contrast with the services; combining big data technology with public transportation
basic conclusion of the VBN model and the conclusions from related to improve high-quality, intelligent traffic information systems. The
research abroad. second is the intelligent and energy-saving transformation of public
Finally, although personal behavioral habits affect energy con- places, in which energy is saved with more intelligent energy-
servation norms, neither personal behavioral habits nor external con- saving equipment.
ditions provide motivation for personal norms to be translated into real (3) It needs to overcome the impact of group effects on individual be-
energy conservation behavior. This shows that even when personal havior. In public institutions such as schools, different individuals
behavioral habits and macro-level energy conservation policies are may make interactive influences. Therefore, it needs to develop
taken into account, behavior patterns are still not changed due to the energy-saving incentive mechanisms based on groups. For example,
interaction among different individual values in campus collective life. taking a department or a dormitory as a unit, encourage them to
Particularly noteworthy is that personal behavioral habits have a sig- participate in the evaluation of energy-saving models, or give en-
nificant effect on the formation of energy conservation beliefs. In ergy-saving rewards.

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Appendix: Covariance matrix of model

Rowtype_ varname_ Bio1 Bio2 Bio3 Bio4 Alt1 Alt2 Alt3 Ego1 Ego2 Ego3 BI3 AR6 PN7

N 234 234 234 234 234 234 234 234 234 234 234 234 234
COV Bio1 2.468
COV Bio2 1.611 2.619
COV Bio3 1.456 1.303 1.876
COV Bio4 1.408 1.492 1.488 2.176
COV Alt1 1.365 1.187 0.985 1.136 3.216
COV Alt2 1.202 1.288 1.105 1.155 1.472 2.451
COV Alt3 0.965 1.23 1.069 1.339 1.054 1.399 2.452
COV Ego1 0.456 0.497 0.441 0.513 0.498 0.301 0.694 4.732
COV Ego2 0.412 0.674 0.334 0.4 0.433 0.53 0.778 3.152 4.013
COV Ego3 0.721 1.021 0.768 0.955 0.865 1.027 1.239 2.174 1.934 3.255
COV BI3 0.001 −0.02 0.082 −0.004 −0.011 0.042 −0.014 0.069 0.17 0.142 0.893
COV AR6 0.135 0.172 0.083 0.351 0.536 0.481 0.608 0.57 0.375 0.656 −0.156 2.122
COV PN7 0.346 0.515 0.576 0.583 0.383 0.369 0.396 0.056 −0.024 0.184 −0.186 0.523 1.769
COV AR5 0.298 0.427 0.183 0.483 0.698 0.504 0.604 0.451 0.308 0.576 −0.148 1.55 0.634
COV BI1 −0.47 −0.551 −0.005 −0.293 −0.467 −0.254 −0.118 −0.211 −0.165 −0.258 0.792 −0.181 −0.051
COV BI2 −0.224 −0.145 0.003 −0.062 −0.2 −0.048 −0.069 0.009 −0.027 −0.01 0.405 −0.065 −0.014
COV PN6 0.333 0.3 0.507 0.43 0.369 0.217 0.199 0.48 0.047 0.089 −0.266 0.545 1.237
COV PN5 0.345 0.439 0.508 0.517 0.471 0.519 0.395 −0.042 −0.272 0.127 −0.237 0.388 1.387
COV PN4 0.469 0.479 0.526 0.534 0.547 0.548 0.604 0.359 0.202 0.387 −0.193 0.77 1.287
COV PN3 0.412 0.422 0.516 0.506 0.446 0.343 0.39 0.326 0.137 0.266 −0.188 0.636 1.27
COV PN2 0.218 0.258 0.406 0.27 0.333 0.259 0.29 0.071 − 0.141 0.132 − 0.152 0.432 1.187
COV PN1 0.398 0.48 0.448 0.442 0.641 0.538 0.633 0.474 0.338 0.42 − 0.148 0.884 1.086
COV AR1 0.801 0.579 0.755 0.691 0.604 0.496 0.456 −0.144 − 0.088 0.148 − 0.062 0.405 0.849
COV AR2 0.531 0.435 0.494 0.596 0.446 0.33 0.386 0.082 − 0.013 0.147 − 0.068 0.64 0.946
COV AR3 0.588 0.489 0.541 0.609 0.628 0.446 0.546 0.191 − 0.041 0.216 − 0.193 1.034 0.908
COV AR4 0.339 0.376 0.358 0.531 0.393 0.524 0.485 0.208 0.193 0.339 − 0.092 1.15 0.731

Rowtype_ AR5 BI1 BI2 PN6 PN5 PN4 PN3 PN2 PN1 AR1 AR2 AR3 AR4

N 234 234 234 234 234 234 234 234 234 234 234 234 234
COV
COV
COV
COV
COV
COV
COV
COV
COV
COV
COV
COV
COV
COV 1.911
COV −0.405 5.395
COV −0.067 0.912 0.483
COV 0.63 −0.204 −0.086 1.674
COV 0.642 −0.064 −0.07 1.189 1.938
COV 0.782 −0.075 −0.13 1.16 1.227 2.205
COV 0.712 − 0.019 − 0.036 1.235 1.236 1.307 1.871
COV 0.537 − 0.162 − 0.034 1.099 1.349 1.088 1.199 1.662
COV 0.877 0.037 − 0.13 1.095 1.115 1.571 1.118 0.986 2.035
COV 0.651 − 0.124 − 0.045 0.757 0.835 0.809 0.919 0.782 0.816 1.66
COV 0.827 0.087 − 0.031 0.829 0.95 1 0.94 0.81 1.007 1.137 1.589
COV 1.097 − 0.135 − 0.136 0.837 0.939 1.167 0.88 0.818 1.133 1.086 1.337 1.907
COV 1.248 0.018 − 0.038 0.663 0.663 0.871 0.766 0.571 0.88 0.846 0.941 1.027 1.761

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