Presenting a Conceptual Model of Objectives Network to Reduce the Consumption of Electricity and Gas in the Residential Sector using the Value- Focused Thinking Method

Energy consumption growth has recently increased significantly, especially in the residential sector of the country. In 2015, the residential sector consumption was 42% and 32/5% of the total country consumption of natural gas and electricity respectively. Considering the significant contribution of this sector to country’s energy consumption, the purpose of this research is designing a conceptual model for explaining consumer behavior of electricity and gas in the residential sector. This research used of Value focuses thinking as a qualitative research method. This research with the purpose in view are known as applied research, with the object in view is descriptive and analytic studies.Data gathering is done by documentary analysis, literature review and interviews with policy makers and Tehran's households. The factors affecting the reduction of residential energy consumption are presented at two categories of fundamental and means factors in two levels of consumer behavior and policy requirements for consumer behavior. The results showed that the reason for the increase in consumer consumption was caused by three factors of lack of understanding of the effects of excessive consumption, lack of awareness about effective energy management methods and lack of knowledge and access to equipment for reducing energy consumption and an optimal basket of different energies to reduce energy consumption. Also, policymakers have not been able to control the residential consumption due to inadequate understanding of science related to energy consumption reduction methods for residential sector, and the lack of facilitating the implementation of reasonable policies.