Investigating Factors Affecting Electricity Consumption Behavior among Household Subscribers
Keywords:
household subscribers, electricity , energy consumption , Consumer behaviorAbstract
This study aims to identify and prioritize the key factors influencing household electricity consumption behavior using a behavioral economics approach. This applied study employed an exploratory field research design. The study population consisted of experts in the household electricity sector, from whom 15 participants were selected through non-probability convenience sampling. Data were collected using semi-structured interviews and a researcher-developed questionnaire whose validity was confirmed by experts and reliability verified with a Cronbach’s alpha of 0.79. Data analysis combined qualitative factor extraction with the ORESTE multi-criteria decision-making method, Shannon entropy weighting, and final ranking based on the Q index. The inferential results revealed 33 significant factors influencing household electricity consumption behavior. Ranking outcomes indicated that ownership type (Q = 1) ranked first, consumption habits (Q = 0.840) second, and household income level (Q = 0.740) third. Other influential factors included consumption culture, lifestyle, social status, consumer awareness, quality of life, technological development, mental norms, and energy policies, all of which demonstrated meaningful contributions to consumption patterns. The findings confirm that household electricity consumption behavior is shaped by a complex interaction of economic, social, cultural, and behavioral determinants, and that effective energy management policies must be designed based on a comprehensive behavioral understanding of these drivers.
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