Social Factors Affecting on Sustainable Gas Consumption (Household Subscribers of Mazandaran Province)

Purpose of this study was to investigate the sustainability of domestic gas consumption and identify the social factors that affect it. Three questions were asked in this study. 1) How stable is the gas consumption practice at home? 2) What are the elements that affect gas consumption as a sustainable practice?3) What solutions can be offered to increase gas consumption sustainability? After reviewing the research literature and the concepts of sustainable development and sustainable consumption, two categories of factors were identified as predictors of sustainable gas consumption changes. The research strategy is deductive and the explanation was used to investigate the research problem. The approach of this study was quantitative, and the survey method was used for measurement. The data collection tool is questionnaire. Structural validity, face validity and Cronbach's alpha were used to assess the validity and reliability. The statistical population consisted of household subscribers in Mazandaran province. Using systematic random cluster sampling method, 430 individuals were selected as the statistical sample. The findings of the study showed that the level of sustainability of gas consumption by household subscribers was at an average level. After exploratory factor analysis, three dimensions were considered for sustainable gas consumption. Findings showed that and after-sales support and pro-norms had the greatest impact on the dimension of consumer safety. Environmental values and knowledge of gas consumption have the most impact on the dimension of  consumer  awareness, pro-norms, Environmental values and pre-norms had greatest effects on responsible consumption.