Designing a Prediction Model for Consumers' Disinclination towards Natural Gas using a Renewable Energy Approach

Disorientation can be considered as one of the most important concepts in the field of marketing that has a close relationship with the consumer. Therefore, the subject of consumer disinclination and identifying factors affecting it is of particular importance. The aim of the present study was to design a model for predicting consumers' disinclination to natural gas with the approach of renewable energies in Mazandaran province. The present research is applied in terms of its purpose and descriptive-correlation in terms of its adopted method. The statistical population included 10 academic and organizational experts who were selected using a targeted and snowball sampling method. In the first step, factors affecting the disinclination of natural gas consumers were identified based on a semi-structured interview. The output of this stage was 14 components in the form of 7 dimensions (social and cultural, economic, technological, environmental, political, internal and legal factors). Then, in the second step, the identified dimensions were leveled with interpretive structural modeling method and clustered with MICMAC analysis using Excel software. The results showed that dimensions (social and cultural, economic, environmental, political, internal and legal factors) are at the first level, and technology is at the second level, and all dimensions are placed in the linked cluster.