Household energy consumption and its social determinants in Mazandaran

Abstract

The purpose of this study is to investigate the effects of social factors underpinning gas consumption behaviors. These factors included subjective norms, self-efficacy, knowledge of consumption, and environmental beliefs which can influence gas consumption behavior. Data were obtained from a survey of 510 people of domestic consumers of natural gas in Mazandaran province in Iran. The hypothesized effects were measured by applying a multiple regression analysis (stepwise method) and path analysis. Results showed that general/specific environmental beliefs, subjective norms, and self-efficacy positively influenced gas consumers’ behavior. The results also showed that subjective norms had a greater impact on gas consumers’ behavior than other variables. Among socio-demographical factors, there was a positive relationship between age and gas consumption behavior, while incomes showed a negative association with it. Finally, there was no significant difference in gas consumers’ behavior by education and gender. The results suggested that environmental education, modelling, and publicity play a role in controlling gas consumption behavior. The results of this paper have some implications for policy makers to optimize energy consumption behavior at the household level.

Keywords:

• Gas consumption
• subjective norms
• self-efficacy
• specific environmental beliefs
• Iran

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Two other dimensions of sustainable development are a socially fair distribution of resources and economic welfare.