Social Analysis of Household Energy Consumption in Rural Areas: Case of Rural Areas in Sari Province

Today, how to use home energy is one of the most important fundamental challenges of modern societies, which raises the need for efficient use of energy. The purpose of this study is to investigate the social factors affecting household energy consumption in rural areas of Sari city in Mazandaran province. The method of this research was survey and data were collected using a questionnaire. . The statistical population of the study includes all residents of villages in Sari city in 1399 and using multi-stage cluster sampling method, the sample size based on Cochran sampling formula, 400 people has been met. Spss 22 software was used for data processing and descriptive and inferential statistics were used for description and analysis. In this research, Triandis theory of interpersonal behavior has been used. The results showed that household energy consumption has a significant and direct relationship with the following variables: Environmental beliefs, individual evaluation, formal norms, informal norms, Environmental responsibility, self-perception, feeling, habit of supportive behaviors and environmental conditions. Also, the results showed that the variable of habit to support behaviors is one of the most important and effective variables on home energy consumption, which had the most direct effect of 0.371 and a total effect of 0.586 in path analysis.