Understanding Socio-Behavioural Drivers of Household Energy Use in India: Insights from Structural Equation Modelling and Cluster Analysis

Household energy-use behaviour (HEUB) plays a critical role in shaping residential electricity demand, particularly in rapidly urbanizing cities of the Global South. This study investigates the socio-behavioural determinants of sustainable household energy use in Ahmedabad, India, using an integrated Structural Equation Modelling (SEM) and behavioural segmentation framework grounded in the Theory of Planned Behaviour. Survey data from 330 households were analysed to quantify the relative influence of socio-environmental influences, education and information, social pressure, market role, and government regulations on HEUB. The SEM results demonstrate satisfactory model fit and reliability, with socio-environmental influences emerging as the strongest predictor of HEUB (β = 0.328), followed by government regulations (β = 0.269), education and information (β = 0.246), market role (β = 0.217), and social pressure (β = 0.173). To capture behavioural heterogeneity, Two-Step Cluster Analysis of standardized factor scores identified three household segments—least, moderately, and highly energy-conscious—revealing substantial variation in awareness, motivation, and responsiveness to policy and market signals. The proximity between moderately and highly energy-conscious groups indicates clear potential for behavioural transition through targeted information, incentives, and feedback mechanisms. The findings emphasize that coordinated social reinforcement, policy instruments, and market accessibility can enhance demand-side energy efficiency. The proposed framework offers actionable insights for designing localized and inclusive energy conservation strategies aligned with India’s sustainable energy transition.