This research sets out to explore the possibilities for further saving in household electricity consumption through a study of the residents' willingness and behavioural characteristics in electricity saving, as applied within a Chinese context. Based on an extensive literature review, the authors argue that economic benefits, policy and social norms, and past experience may have a positive correlation with household electricity-saving behaviour, while the discomfort caused by electricity-saving activities, may exert a negative effect on it. Through a sample of 816 randomly selected residents in Beijing, the propositions are examined using logit regression analysis. The conclusions support the ideas, concerning both the positive influence of economic benefits, policy and social norms, and past experience as they affect broader electricity-saving behaviour, and the negative influence of the discomfort caused by electricity-saving activities. Finally, some inferences are drawn, and suggestions are offered for policy makers and further studies. (C) 2011 Elsevier Ltd. All rights reserved.