Social Analysis of Energy Consumption Habits with Emphasis on Optimizing Household Gas Consumption

One of the mechanisms ensuring the continuity of new behaviors is the creation of new habits. The main purpose of policy interventions, including education or economic incentives, is to create behaviors that are sustainable, such as recycling or optimizing water or energy consumption (gas or electricity) or, more simply, creating positive habits. Social researchers emphasize on the importance of the apparent need for a basic change in mindset and practice of consumption. The purpose of the present study was to investigate the consumption habits of household gas consumers with emphasis on consumption optimization. This study was carried out in Mazandaran province in November 2019. The sample consisted of 430 household subscribers of Mazandaran Province Gas Company. Survey method was used and a structured questionnaire was used for data collection. Descriptive and inferential statistics were used for data analysis. Research findings showed that home subscribers tend to optimize gas consumption. The average family culture, awareness of the negative consequences of gas consumption, awareness of policies of optimal gas consumption in the building and the personal efficiency of the respondents were at a good level, while the means of knowledge of gas consumption and satisfaction with gas company service was moderate level. The habit of optimizing gas consumption differed by occupation but it wasn’t different by gender and education. Also, the habit of optimizing gas consumption was positively correlated with age but was not significantly correlated with household income and gas price. The theoretical model was tested by structural modeling. And the relationships drawn in the theoretical model were corrected The results showed that knowledge of gas consumption has the greatest direct impact on the habit of gas consumption, while family culture has the most indirect effect on the habit of gas consumption. Overall, the results of the present study showed that knowledge had a positive effect on gas consumption optimization habits.