A Study of Role of Attitudes, Perceived efficacy and environmental valueon electricity consumption behavior

Document Type : Research Paper

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Abstract

This study tries to examine the role of attitudes, perceived efficacy and environmental valueon electricity consumption behaviorwith sociological orientation. It seeks to answer to this question that to what extent theory of planned behavior might explain electricity consumption behavior at home? According to the theory of planned behavior, an individual initially is influenced by his/her attitude toward energy consumption first, then by perceived efficacy toward energy consumption behavior and finally, by environmental values. The population of this study is consisted of household electricity customers in urban area serviced by Cooperation of Electricity Distribution in West Mazandaran in 2014.Using random sampling method, 437 customers were selected to complete the questionnaires. Validity and reliability of the instrument were confirmed by local expertise and Alpha respectively. The results of the study show that there is a relationship among three components of the theory of planned behavior and electricity consumption management. The study concludes to suggest future researcher to apply different sociological theories to explain customers’’ electricity consumption.

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Journal of Social Problems of Iran
Volume 4, Issue 2 - Serial Number 2
December 2013
Pages 287-304

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