Determining the factors affecting the electricity protection behavior of rural households in Khuzestan province: Using the Norm Activation Model (NAM)

The proportion of residential electricity consumption in the total energy consumption has increased rapidly in the past decades all over the world. Understanding the role of psychological factors in the field of electricity protection behavior in promoting energy saving behaviors and reducing environmental pollution is very important for the sustainable development of a country. In this study, in order to investigate the factors affecting the behavior of electrical protection, the norm activation model was used. The statistical population of the study consists of rural households in Baghmalek and Hamidiyeh counties in Khuzestan province (N = 8450). Using Cochran's formula, a sample of 440 households was determined and households were selected by multi-stage random cluster sampling. The data collection tool was a questionnaire whose face validity was confirmed by experts including two groups of faculty members of the Department of Agricultural Extension and Education and experts of the Water and Electricity Organization. In addition, to determine the reliability of different parts of the questionnaire, pre-test and calculation of Cronbach's alpha coefficient was used, which was between 0.72 to 0.92 and was confirmed. In order to analyze the data for descriptive statistics, correlation and regression, SPSS (V20) software was used. The results of correlation test showed that the behavior variable has a positive and significant relationship with the variables of awareness of consequences, self-efficacy, situational responsibility, moral norm, awareness of needs, feelings of pride and guilt. In general, the results of this study showed that moral norms, feelings of guilt and feelings of pride affect the behavior of rural households towards electricity protection. The results of this study have important implications for policymakers who aim to promote a wide range of electricity -saving behaviors.