Today, energy consumption has become one of the most important social issues and planning and policy to encourage people to use it optimally, has put subscribers in a social dilemma (personal preferences over social priorities. The purpose of this study is to investigate the tendencies (altruistic / selfish) as a social dilemma of household customers in gas consumption and to identify the social factors affecting it. After reviewing the research literature and concepts related to social dilemma, hypotheses were defined. The research strategy is deductive and the explanation was used to investigate the research problem. The approach of this study was quantitative and the survey method was used for measurement. Data collection tool is a researcher-made questionnaire. Formal validity was used to evaluate the validity and Cronbach's alpha coefficient was used to assess the reliability of the questionnaire. The statistical population consisted of household subscribers in Mazandaran province. Using random cluster sampling method, 510 people were selected as the statistical sample. The findings of the study showed that the consumption of gas by household subscribers defended the community's interests. Regression analysis showed that environmental values, institutional trust, social norms, and self-efficacy had the greatest impact on subscribers’ collectivist tendencies in gas consumption. Thus, at the local community level, individuals in the two social dilemmas (individual preferences / collective preferences), under the influence of the aforementioned factors, preferred the collective interests.
Caruso, G. , Colantonio, E. , Gattone, S. A. (2020). Relationship between renewable energy consumption, social factors and health: A panel vector auto regression analysis of a cluster of 12 EU countries, Sustainability, 12, 2915, http://dx. doi. org/10. 3390/su12072915.
Dawes, R. M. (1980). Social dilemmas, Rev. Psychol, No. 31: 169-193
EmamGholi, L. (2018). Sociological Analysis of Environmental Lifestyle, PhD Thesis, Supervisor: Dr. Sadegh Salehi, Faculty of Humanities and Social Sciences, Mazandaran University. (in Persian)
Fuerst, F. , Kavarnou, D. , Singh, R. , and Adan, H. (2020). Determinants of energy consumption and exposure to energy price risk: a UK study, Z Immobilienökonomie, Vol. 6: 65-80.
Gao,W. , Long, W. , Ren, J. & Ojima, T. (2002) Energy Consumption and its Impact on Environment in Shanghai, China, Journal of Asian Architecture and Building Engineering, 1:1, 151-155, DOI: 10. 3130/jaabe. 1. 151 To link to this article: https://doi. org/10. 3130/jaabe. 1. 151
Gifford, R. (2011). The dragons of inaction; Psychological barriers that limit climate change mitigation and adaptation , American psychologist, 66 (4): 290- 302.
Gupta, S and Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying, Journal of Consumer Marketing, 26/6 (2009): 376-391.
Islamic Consultative Assembly Research Center (2019). Investigating natural gas consumption in the domestic sector, https://iranthinktanks. com/study-of-natural-gas (2021/7/5) (in Persian)
Javadi yeghane, M. R. , & Hashemi, Z. (2001). Conflict of individual and collective interest (social dilemma) and the factors affecting it, Letter of Social Science, 7 (5): 656-667. (in Persian)
Jafarnia, G. (2020). Investigating the impact of social capital on citizens' environmental behaviors (Case study: City Bushehr), Journal of Regional Planning, 10 (37): 141-150. (in Persian)
Karimzadeh, S. (2010). Study of consumption ethics with a combined approach, Doctoral dissertation, supervisor: Dr. Hossein Bani Fatemeh, Faculty of Humanities and Social Sciences, University of Tabriz (in Persian)
Kwame Yeboah, F. , and Kaplowitz, M. D. (2016). Explaining energy conservation and environmental citizenship behaviors using the value-belief-norm framework, Human Ecology Review, 22 (2): 137-160.
Lorenzoni, I. ; Nicholson-Cole, S. ; Whitmarsh, L. Barriers perceived to engaging with climate change among the UK public and their policy implications. Global Environ. Change, 2007 (17): 445–459.
Marshal, G. A. , & Taniguchi, H. (2018). Trust, political orientation, and environmental behavior, Environmental Politics, 27 (4): 1-26. DOI: 10. 1080/09644016. 2018. 1425275
Marovitz, A. (2017). Empowering the kilowatt-Hour: using social norms to reduce energy consumption. , Thesis: The Department of Economics of Amherst College, Advisors: Professors Katharine R. E. Sims and Caroline Theoharides, Crotty Hall, 412 N Pleasant St, Amherst, MA, USA. 27, April 2017.
Medows, D. , Randers, J. , & Medows, D. (2009). Limits to Growth (The 30-year update), translated by Ali Habibi, Farzam por Asghar Sangachin, Tehran: Institute for management and planning studies. (in Persian)
Milfont, T. L. , Harre, N. , Sibley, C. G. , and Duckitt, J. (2012). The climate –change dilemma: Examining the association between parental status and political party support, Journal of Applied Social Psychology, 42 (10): 2386-2410.
Osbaldiston R. , Sheldon K. M. (2002) Social Dilemmas and Sustainability: Promoting Peoples’ Motivation to “Cooperate with the Future”. In: Schmuck P. , Schultz W. P. (eds) Psychology of Sustainable Development. Springer, Boston, MA.
Pazukinejad, Z. (2020). Sociological analysis of factors affecting practice of household gas consumption in Mazandaran province, Thesis, Supervisor: Sadegh Salehi, Department of Humanities and social sciences, University Mazandaran. (in Persian)
Pazokinejad, Z. , Salehi, S. , Firouzjaeyan, A. A. , and Hossaini,A. (2020). Social Factors Affecting on Sustainable Gas Consumption (Household Subscribers of Mazandaran Province), Quarterly Journal of Environmental Education and Sustainable Development, 8 (4): 37-54. (in Persian)
Rajabani N, Saghafi F, Shakouri Ganjavi H, Kazemi A. (2020). 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, Journal StrategicStudies of Public Policy, 10 (34), 150-171. (in Persian)
Rainear, A. M. , & Christensen, J. L. (2017). Protection motivation theory as an explanatory framework for pro environmental intentions, Communication Research Reports, 34 (3): 239-248.
Salehi, S. , & EmamGholi, L. (2016). The Role of Individual and Social Norms in Shaping Environmental Supportive Behaviors, Quarterly Journal of Environmental Education and Sustainable Development, 4 (3): 11-20. (in Persian)
Salehi, S. (2015). Measuring the impact of cultural factors on domestic gas consumption behavior, Social Studies and Researches in Iran, 4 (4): 551-570. (in Persian)
Salehi, S. , & Pazukinejad, Z. (2017). Society and Climate Changes, Tehran: Publications of the Research Institute of Culture, Art and Communication and Mazandaran University. (in Persian)
Spence, A. ; Venables, D. ; Pidgeon, N. ; Poortinga, W. ; Demski, C. Public Perceptions of Climate Change and Energy Futures in Britain: Summary Findings of a Survey Conducted in January-March 2010; Technical Report (Understanding Risk Working Paper 10–01); Understanding Risk Group, School of Psychology, Cardiff University: Cardiff, UK, 2010. Available online: http://psych. cf. ac. uk/understandingrisk/docs/final_report. pdf (accessed on 22 April 2013).
Steg, L. , Pertaviclute, G. , Van Der Werff, E. (2015). Understanding the human dimensions of a sustainable energy transition, Frontiers in Psychology, Vol. 6, Article 805, published: 17June 2015, DOI: 10/3389/fpsyg. 2015. 00805.
Schrorder, D. A. (1995). Social dilemmas: Perspective on individuals and groups, (PP. 143-162) Westport. CT. : Praeger.
Zaharia, A. , Claudia Diaconeasa, M. , Brad, L. , Ladaru , G. , and Ioanas, C. (2020). Factors Influencing Energy Consumption in the Context of Sustainable Development, Sustainability, 11, 4147, http://dx. doi. org/10. 3390/su11154147.
Pazokinejad, Z., & Salehi, S. (2021). Transition from Individual interest to Collective interest in Gas Consumption. Journal of Social Problems of Iran, 11(2), 317-339. doi: 10.22059/ijsp.2021.82688
MLA
Zahra Pazokinejad; Sadegh Salehi. "Transition from Individual interest to Collective interest in Gas Consumption". Journal of Social Problems of Iran, 11, 2, 2021, 317-339. doi: 10.22059/ijsp.2021.82688
HARVARD
Pazokinejad, Z., Salehi, S. (2021). 'Transition from Individual interest to Collective interest in Gas Consumption', Journal of Social Problems of Iran, 11(2), pp. 317-339. doi: 10.22059/ijsp.2021.82688
VANCOUVER
Pazokinejad, Z., Salehi, S. Transition from Individual interest to Collective interest in Gas Consumption. Journal of Social Problems of Iran, 2021; 11(2): 317-339. doi: 10.22059/ijsp.2021.82688
)