measurement of cultural factors influence on household gas consumption behavior (case study: urban residential gas customers in mazandaran)

to modify consumption patterns, the act of 93 was drafted to increase the gas price and it was expected by applying this new act in the second round of subsidies system, household gas consumption will changed in a proper way. the plan seems unsuccessful and this suggest the role of other factors like cultural one which may shape people behavior.this study aims at researching culture factors underpinning on gas consumption rate in mazandaran province. based on theoretical framework and literature review, the research hypothesis was constructed. the research variables were conceptually and operationally defined and its scales were used to design questionnaire. the questionnaire was applied to the field as a pre-test and some items were deleted while some has been modified accordingly. some 437 people were asked to complete the questionnaire as research respondents. the surveyed data were processed data by applying spss software program and the two statistics were utilized to analyze the data: descriptive and inferential. the result of the study showed that as environmental knowledge, attitude and concerns increase, gas consumption will increase furthermore, the results indicated that environmental knowledge and attitude will not lead to environmental concerns. the likely reasons of the latter finding were explained and the paper was ended up to have two suggestion for policy makers.