*4.1. Group A: HESB*

Tables 5 and 6 illustrate the results of the measurement modeling. Table 5 pays attention to the factor loadings as well as to two criteria in the CV and CR assessment (i.e., AVE and CR). The data show that the measurement loadings of all items are greater than or equal to 0.614 (i.e., >0.4). Further, the AVEs and CRs of the constructs well met the statistical requirements. Besides, Table 6 focuses on the DV assessment results by illustrating the HTMT ratio. The result analysis suggests that the measurement in this study fulfills the discriminant validity requirements.

Subsequent to the measurement modeling process, this study then conducts the PLS structural modelling analysis and illustrates the analysis results in Table 7. In addition to the statistical significance of the hypothesized relationships, the table also presents the sample mean and standard deviation (STDEV) of each relationship.


**Table 5.** The convergen<sup>t</sup> validity (CV) and composite reliability (CR) assessment results of Group A.

Note: FL refers to factor loading; AVE refers to average variance extracted; HESBI refers to household energy-saving behavioral intention.


**Table 6.** Discriminant validity (DV) assessment results of Group A.

Note: ATT refers to attitude towards HESB; HESBI refers to household energy-saving behavioral intention; A refers to Agreeableness; C refers to Conscientiousness; E refers to Extraversion; O refers to Openness; N refers to Neuroticism.


**Table 7.** Structural modeling analysis results of Group A.

\*: *p* < 0.05; \*\*: *p* < 0.01; \*\*\*: *p* < 0.001.

The results sugges<sup>t</sup> that HESB attitude is an effective predictor of HESB intention, for the correlation between HESB attitude and intention is significant (i.e., β = 0.367, *p* < 0.001). There are only two personality traits positively correlated with HESB attitude, including Agreeableness and Openness. It seems that Openness presents the strongest contribution (i.e., β = 0.236, *p* < 0.001) to HESB attitude among the five personality traits. Besides, Agreeableness has a positive effect (i.e., β = 0.190, *p* = 0.003) on HESB attitude as well. On the contrary, Neuroticism shows a significant but negative relationship (i.e., β = −0.154, *p* = 0.035) with HESB attitude. The analysis results indicate that the effect of Conscientiousness on HESB attitude is small and less significant (i.e., β = 0.045, *p* = 0.518). The negative influence of Extraversion on HESB attitude seems small and insignificant as well.
