In this research, the willingness of households to adopt different energy-saving behavior has been analyzed, and factors influencing energy-saving behavior in Jiangsu Province, China, have been examined. The study builds on a broad and practical conceptual framework that embraces three types of energy-saving behavior and four dimensions of influencing factors, including socio-demographics, energy-saving awareness, behavioral ability, and situational factors. The empirical results are based on an Internet survey that was sent out to 638 households. The results indicate that socio-demographic characteristics, including age, gender, income level, household structure, and educational background, are all important factors influencing energy-saving behavior. At present, respondents adopt the usage-reduction type of behavior more often than the other two types, which require a greater capacity to pay for energy-efficient products and a higher level of energy-saving awareness. Situational factors have significant positive moderating effects when the variables of behavioral ability and energy-saving awareness act on energy-saving behavior. In addition, the results also show that spatial differences exist among the three regions of Jiangsu Province. Finally, some implications of these results for the design of future incentive policies and measures to encourage energy-saving behavior are presented. (C) 2013 Elsevier Ltd. All rights reserved.