Document Type : Research Paper
Authors
1 PHD student in public administration, Faculty of Management, University of Tehran, Tehran, Iran
2 Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran
3 Niroo Research Institute (NRI), Tehran, Iran
Abstract
Household electricity consumption is one of the most important and challenging consumption sectors that has caused imbalance energy consumption in the country. The purpose of this research is to understand the consumption behavior of citizens in order to improve behavioral policy. In this regard, the role of the financial status of the household in the consumption behavior of different sectors such as cleaning, lighting, etc. has been investigated. The research method is quantitative and survey strategy is used. Data has been collected through the distribution of online questionnaires across the country to the number of 1081 samples. The results showed that in general, the best behaviors were seen in the lighting, cleaning and cooling sectors respectively, and among the three different financial status, households with a high financial status in the cooling sector had more consumption. Households with a low financial status have the lowest electricity consumption in the cleaning sector. Lighting has had the best consumption part of households with a medium financial status. Households with a high financial status had the highest consumption in the cooling, cleaning and lighting sectors, respectively, and paid the least attention to peak hours. Since households with a higher financial status are more consuming, despite the possibility of having better quality equipment; to establish behavioral policies, it is necessary to select the target community, unlike some current plans, to focus on them and make appropriate decisions to reduce consumption, including non-price solutions, campaigns, etc for this group.
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