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Includes references (160-181 p.)

'ABSTRACT The persistent demand and consumption of energy services among individuals‟ and households‟ is on the increase all over the world. Individuals‟ and their households‟ electricity consumption in an emerging market economy such as Northern Cyprus has risen extensively. However, the energy supply of Northern Cyprus is inadequate and the limited energy produced is not being consumed sustainably. Moreover, the demand for electrical energy services on the island is comprehensively dependent on imported fossil fuels for instance, oil, natural gas and coal which are classified as non-renewable natural resources. In the burning of these fossil fuels for electricity equally has negative effects on the island‟s environment, climate and the economy. For that reason, sustainable energy consumption is required and individuals are targeted for energy conservation so as to reduce electricity consumption and carbon emissions. Against this backdrop, using the mixed methods sequential explanatory approach, this research incorporates social-psychological factors: positive emotions, negative emotions and personal norms, into the theory of planned behavior model to evaluate the relationships among the variables, explain their impact on consumers‟ electricity conservation intentions in Northern Cyprus and enhance the explanatory power of the model. Data was conveniently obtained from a quantitative sample of 400 electricity consumers and a follow-up purposively selected interviews of 20 participants to probe further the quantitative findings. The results indicate that in the initial quantitative phase, negative emotion has the strongest significant influence on behavioral intentions but personal norm has the least effect on behavioral intentions to save electricity. The interviews analysis revealed major themes such as; reasons negative emotion influences behavioral intentions, why non-significance of subjective norm and personal norm, reasons positive emotion negatively related to behavioral intentions and the motivation behind electricity conservation intentions. Furthermore, the study revealed that the expanded theory of planned behavior model can provide improved explanatory power more than the original theory of planned behavior. The quantitative and qualitative results are integrated with references from previous research. Policy implications, recommendations for individuals, households, industry and the government are suggested. Finally, limitations of the study and future research opportunities are discussed. Keywords: Theory of planned behavior; sustainable energy consumption; electricity conservation intentions; mixed methods approach; structural equation modeling; emerging market economy; positive emotion; negative emotion; personal norm'