The Governance of Energy Consumption Behavior with Consumption Cultures Clustering

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Keyghobadi Maryam; Akbarnia Elaheh Sadat; Salehi Sadegh; Pirmrad Hamidreza

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Journal Paper

Paper Information

Journal: Governance and Development Journal Year:2024 | Volume:4 | Issue:4 Page(s): 81-109

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Information Journal Paper

Title

The Governance of Energy Consumption Behavior with Consumption Cultures Clustering

Author(s)

Keyghobadi Maryam | Akbarnia Elaheh Sadat | Salehi Sadegh | Pirmrad Hamidreza | Issue Writer Certificate

Keywords

Behavior Change Governance

Energy consumption behavior

awareness

values

Energy clusters

Abstract

One of the challenges in the field of energy, along with limited resources and environmental problems, is the growth of electricity consumption particularly in the household sector, which requires knowledge of the society and consumption behavior to modify the consumption pattern. The purpose of this research is consumption clustering, based on economic-social variables. The research method was quantitative and with a survey strategy that 1081 people from all over the country were questioned with an online questionnaire. The validity of the variables has been confirmed by experts in the field of energy. The findings show 6 consumption clusters: "extravagant consumers with high income", "economical consumers with high income", "extravagant consumer with median income", "economical consumers with median income", ", "extravagant consumer with low income" and "economical consumers with low income" which each of clusters have obtained different scores in "awareness", 'values", "lifestyle", and 'material culture". The results of the research indicated that due to the difference in the social and cultural base, despite the same economic base, the people have different energy consumption practices, and for implementing effective policies on the demand side for different groups, we need specific solutions for that cluster.

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