Document Type : Research Paper

Authors

• Maryam Keyghobadi ¹
• Mohsen Kouhbor ²
• Seyedeh Fatemeh Seyedmohsen ²

¹ Researcher in Department of Management Social Sciences, Niroo Research Institute (NRI), Tehran, Iran

² Ph.D. Student in Public Administration, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran

Abstract

 The household sector, accounting for 28 percent of global energy consumption and 32 percent of greenhouse gas emissions, is a central focus of energy policy. While traditional policies have primarily emphasized technological interventions, evidence shows that reliance on such measures alone, without attention to behavioral and social dimensions, cannot ensure sustainable effectiveness. This study aims to develop a localized framework for behavioral policymaking in Iran’s residential energy sector, employing a mixed-method approach in two stages. First, a meta-synthesis of global experiences was conducted to identify patterns of behavioral interventions. Second, a survey of 594 Tehran residents aged 18 and above was carried out, with data analyzed using multivariate regression techniques. The meta-synthesis revealed that information framing, feedback, and social norms were the most widely applied behavioral tools internationally. At the national level, however, lifestyle emerged as the strongest predictor of household energy consumption, while ethical-religious values and material culture also played a significant role. Integrating these two strands of evidence resulted in the development of a four-layered framework: (1) socio-cultural foundations; (2) behavioral operational interventions; (3) institutional and technological support  and (4) policy capacity-building.This framework offers policymakers a practical roadmap for designing and implementing interventions that are both culturally resonant and technically sound, contributing to the sustainable management of residential energy consumption in Iran.
Introduction
The household sector is one of the largest consumers of energy worldwide, accounting for nearly 28% of global energy use and 32% of greenhouse gas emissions associated with energy consumption.


 This situation underscores the urgency of designing effective policies to promote energy conservation and efficiency. Traditional approaches have largely relied on technological and infrastructural solutions such as smart meters, energy-efficient appliances, and insulation improvements. While these interventions remain essential, recent decades have highlighted the limitations of “hard” measures when implemented in isolation. A growing body of research in behavioral sciences has revealed that human decisions regarding energy use are shaped not only by structural or economic constraints but also by psychological, cultural, and social factors. Behavioral public policy, therefore, has emerged as a complementary approach, drawing on insights from behavioral economics, cognitive psychology, and social sciences to design interventions that are cost-effective, context-sensitive, and ethically grounded. However, the geographical spread and heterogeneity of behavioral interventions in the energy sector have made it difficult to achieve a coherent understanding of their applicability, especially in developing countries such as Iran.This study addresses this gap by developing a context-specific framework for behavioral policymaking in household energy consumption in Iran. By employing a dual-method approach—meta-synthesis of international behavioral policy experiences and a national survey among Iranian households—this research integrates global evidence with local insights. The goal is to develop a multi-layered framework that policymakers can use to design behavioral interventions tailored to Iran’s socio-cultural and institutional context.
 
Methods and Materials
A mixed-method design was employed to ensure comprehensive insights.
Phase I – Meta-Synthesis:
The first phase involved a meta-synthesis of 23 documented behavioral policy interventions implemented in different countries between 2000 and 2023. Behavioral policy interventions were identified using systematic searches of international databases and institutional reports, employing keywords such as “behavioral public policy” and “energy.” The interventions were analyzed along six dimensions:

Temporal and geographical scope
Target population
Operationalization strategies
Behavioral levers applied (e.g., nudges, feedback, framing)
Data collection methods
Tools of intervention (e.g., smart meters, gamification, mobile applications).

Phase II – National Survey:
The second phase employed a large-scale survey among Iranian households to capture context-specific drivers of energy consumption behavior. The survey targeted residents of Tehran aged 18 and above, using random sampling. A total of 594 valid responses were collected. The questionnaire measured awareness, attitudes, values, lifestyle, material culture, and demographic characteristics.


 Validity was ensured through expert reviews and pilot testing, while reliability was tested using Cronbach’s alpha across pre-test and final samples. Data were analyzed using SPSS through descriptive statistics, correlation tests, and multiple regression analysis to identify key behavioral determinants.
Results and Discussion
Meta-Synthesis Findings
The international evidence indicated a growing prevalence of behavioral interventions, particularly in Europe (56) and Asia (35), with rapid acceleration since 2018. The most frequently employed levers included:

Information framing(14 instances),
Feedback mechanisms(11 instances),
Social norms and comparative feedback(11 instances).

Technological tools such as smart meters, IoT-enabled devices, and gamification-based applications were widely utilized to enhance feedback mechanisms. Interventions relying on framing showed that the way information is presented significantly influences consumer behavior, although their effects tended to diminish over time unless reinforced by reminders or gradual learning processes. Similarly, social norm-based interventions, such as providing households with comparative energy consumption reports, proved effective in shifting behaviors through peer influence.
Survey Findings in Iran
The survey results revealed several context-specific determinants of household energy consumption behavior:

Lifestylewas the strongest predictor of behavior (β = 0.234), highlighting the formative role of family and early socialization.
Moral and religious values(β = 0.224) were also significant, with many respondents perceiving energy saving as an ethical and even religious duty.
Material culture(β = 0.103), such as housing infrastructure and appliances, had a measurable impact.
Age(β = 0.135) was positively correlated, while income (β = –0.138) and gender (β = –0.112) showed negative correlations with energy-saving behaviors.

Notably, awareness (ρ = 0.064) had no significant relationship with actual behavior, indicating that education and information provision alone are insufficient to change practices. Furthermore, while international evidence emphasized cost-based feedback, Iranian respondents identified intrinsic values of energy saving—rather than cost concerns—as their primary motivation, a finding that reflects the distorting effects of low tariffs and subsidies.
Integration and Framework Development
By synthesizing both sets of findings, the study proposes a four-layered framework for behavioral policymaking in Iran’s household energy sector:

Cultural-Social Foundations:Redesigning communication strategies to emphasize energy saving as a moral and religious value; empowering families as behavioral units; and promoting community-based role models.
Operational Behavioral Interventions:Combining global tools such as comparative smart bills and mobile notifications with locally resonant framings (e.g., responsibility toward future generations).
Institutional and Technological Support:Accelerating smart meter deployment, creating interactive digital platforms, and designing incentive schemes based on behavioral improvement rather than absolute consumption.
Institutional Capacity-Building:Establishing behavioral insights teams, experimental policy labs, and legal frameworks to institutionalize behavioral policymaking.

Conclusion
This study demonstrated the necessity of integrating behavioral insights into energy policy in Iran. While international evidence highlights the efficacy of nudges such as framing, feedback, and social norm mechanisms, the national survey underscores the decisive role of lifestyle, moral-religious values, and family orientation in shaping Iranian household energy behavior.
The findings emphasize that awareness alone cannot drive behavioral change, and reliance on cost-based incentives is ineffective in contexts with heavily subsidized energy. Instead, interventions must align with cultural and moral values to trigger intrinsic motivations. By combining global experiences with localized insights, the proposed framework offers policymakers a practical roadmap for designing sustainable and context-sensitive behavioral interventions.
The contribution of this research lies in demonstrating that effective energy policymaking requires a multi-layered approach that bridges technological solutions with behavioral levers while embedding them in institutional and cultural contexts. Such a strategy not only enhances the effectiveness of energy conservation policies but also contributes to broader goals of sustainable development and climate change mitigation.

Keywords

• behavioral public policy
• behavioral interventions and insights in energy
• household energy consumption management