The dilemma of knowing-acting separation in energy conservation: inhibitory pathways of social norm conflict and the moderating role of goal self-efficacy

At present, in residents' energy-saving practices, there is a widespread "separation of knowing and doing" dilemma caused by the conflict between high injunctive norms and low descriptive norms. Existing studies have examined the negative effects of social norm conflict on energy saving, but they have not deeply analyzed its internal influence mechanism, and discussions of effective intervention measures are even rarer. This study integrates norm focus theory and norm activation theory, proposes parallel mediating paths of responsibility and psychological reactance, and further examines the mitigating role of goal self-efficacy. Through two field experiments and three scenario simulation experiments, the theoretical hypotheses are tested in different energy-saving scenarios (stair use, low-carbon travel, and taking leftovers home after meals). The study finds that: (1)...