Personality traits and energy conservation behaviour: Implications for energy transition in Ghana

Emmanuel Adu-Danso; Emmanuel  Abbey; Festus  Ebo Turkson; Priscilla Twumasi  Baffour; Jacob Opantu Abeney  Abeney

Emmanuel Adu-Danso Department of Economics, University of Ghana https://orcid.org/0000-0003-0712-0243
Emmanuel Abbey Department of Economics, University of Ghana https://orcid.org/0000-0001-8404-2010
Festus Ebo Turkson Department of Economics, University of Ghana https://orcid.org/0000-0002-5366-5167
Priscilla Twumasi Baffour Department of Economics, University of Ghana https://orcid.org/0000-0002-7036-1835
Jacob Opantu Abeney Abeney Center for Economic Research and Graduate Education, Charles University, Prague, Czech Republic https://orcid.org/0000-0002-4971-2717

Keywords: Personality traits, energy conservation behaviour, sustainable energy transition

Abstract

This paper explores the relationship between the “Big Five” personality traits and energy conservation behaviour in Ghana. The energy conservation behaviours analysed are categorised as habit adjustment, energy investments, proactive conservation and brand loyalty. Drawing on a sample of 1,580 households from three regions, our findings revealed that individuals exhibiting agreeableness and conscientiousness tend to demonstrate a predisposition toward habit adjustment, whereas those characterized by openness, agreeableness, and neuroticism show a greater proclivity for engaging in strategic investments in energy-efficient appliances. While the traits of openness, conscientiousness, and agreeableness are positively associated with proactive conservation behaviours, extraversion is negatively associated with taking the initiative to conserve energy within the household. Also, individuals high in agreeableness and openness are more inclined to select trusted brands. These findings underscore the importance of tailoring interventions designed to foster environmental responsibility to specific personality traits to advance a sustainable energy transition.