Determining the factors affecting the electricity protection behavior of rural households in Khuzestan province: Using the Norm Activation Model (NAM)

Document Type : Research Paper

Authors

1 Professor, Department of Agriculture Extension and Education, Faculty of Agricultural Engineering and Rural, University of Agricultural Sciences and Natural Resources Khuzestan, Ahvaz, Iran

2 Associate Professor, Department of Agriculture Extension and Education, Faculty of Agricultural Engineering and Rural, University of Agricultural Sciences and Natural Resources Khuzestan, Ahvaz, Iran

3 PhD Graduate, Agricultural Extension and Education and Rural development, Faculty of Agricultural Engineering and Rural, University of Agricultural Sciences and Natural Resources Khuzestan, Ahvaz, Iran

Abstract

The proportion of residential electricity consumption in the total energy consumption has increased rapidly in the past decades all over the world. Understanding the role of psychological factors in the field of electricity protection behavior in promoting energy saving behaviors and reducing environmental pollution is very important for the sustainable development of a country. In this study, in order to investigate the factors affecting the behavior of electrical protection, the norm activation model was used. The statistical population of the study consists of rural households in Baghmalek and Hamidiyeh counties in Khuzestan province (N = 8450). Using Cochran's formula, a sample of 440 households was determined and households were selected by multi-stage random cluster sampling. The data collection tool was a questionnaire whose face validity was confirmed by experts including two groups of faculty members of the Department of Agricultural Extension and Education and experts of the Water and Electricity Organization. In addition, to determine the reliability of different parts of the questionnaire, pre-test and calculation of Cronbach's alpha coefficient was used, which was between 0.72 to 0.92 and was confirmed. In order to analyze the data for descriptive statistics, correlation and regression, SPSS (V20) software was used. The results of correlation test showed that the behavior variable has a positive and significant relationship with the variables of awareness of consequences, self-efficacy, situational responsibility, moral norm, awareness of needs, feelings of pride and guilt. In general, the results of this study showed that moral norms, feelings of guilt and feelings of pride affect the behavior of rural households towards electricity protection. The results of this study have important implications for policymakers who aim to promote a wide range of electricity -saving behaviors.

Keywords


  1. Abrahamse, W., Steg, L., Gifford, R., & Vlek, C. (2009). Factors influencing car use for commuting and the intention to reduce it: A question of self-interest or morality? Transportation Research Part F: Traffic Psychology and Behaviour, 12(4), 317-324.
  2. Aguilar‐Luzón, M. D. C., García‐Martínez, J. M. Á., Calvo‐Salguero, A., & Salinas, J. M. (2012). Comparative study between the theory of planned behavior and the value–belief–norm model regarding the environment, on Spanish housewives' recycling behavior. Journal of Applied Social Psychology, 42(11), 2797-2833.
  3. Arawomo, D. F. (2017). Electricity billing systems and household electricity use behaviour in Ibadan, Nigeria. Energy for Sustainable Development, 40, 77-84.
  4. Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., Shepherd, R., (2008). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50 (2): 443-
  5. Bamberg, S. (2013). Changing environmentally harmful behaviors: A stage model of self-regulated behavioral change. Journal of Environmental Psychology, 34, 151-159.
  6. Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of environmental psychology, 27(1), 14-25.
  7. Benders, R. M., Kok, R., Moll, H. C., Wiersma, G., & Noorman, K. J. (2006). New approaches for household energy conservation—In search of personal household energy budgets and energy reduction options. Energy policy, 34(18), 3612-3622.
  8. Benders, R. M., Kok, R., Moll, H. C., Wiersma, G., & Noorman, K. J. (2006). New approaches for household energy conservation—In search of personal household energy budgets and energy reduction options. Energy policy, 34(18), 3612-3622.
  9. Bertoldo, R., & Castro, P. (2016). The outer influence inside us: Exploring the relation between social and personal norms. Resources, Conservation and Recycling, 112, 45-53.
  10. Bhutto, A., & Yasin, M. (2010). Overcoming the energy efficiency gap in Pakistan’s household Sector. In International Conference on Energy Systems Engineering (Vol. 23, pp. 1-3).
  11. Cheung, L. T., Chow, A. S., Fok, L., Yu, K. M., & Chou, K. L. (2017). The effect of self-determined motivation on household energy consumption behaviour in a metropolitan area in southern China. Energy Efficiency, 10(3), 549-561.
  12. Cordano, M., Welcomer, S., Scherer, R. F., Pradenas, L., & Parada, V. (2011). A cross-cultural assessment of three theories of pro-environmental behavior: A comparison between business students of Chile and the United States. Environment and Behavior, 43(5), 634-657.
  13. De Groot, J. I. M., Steg, L., & Dicke, M. (2007). Morality and reducing car use: Testing the norm activation model of prosocial behavior. Transportation Research Trends, NOVA Publishers.
  14. De Groot, J. I., & Steg, L. (2009). Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model. The Journal of social psychology, 149(4), 425-449.
  15. De Leeuw, A., Valois, P., Ajzen, I., & Schmidt, P. (2015). Using the theory of planned behavior to identify key beliefs underlying pro-environmental behavior in high-school students: Implications for educational interventions. Journal of environmental psychology, 42, 128-138.
  16. Dianshu, F., Sovacool, B. K., & Minh Vu, K. (2010). The barriers to energy efficiency in China: Assessing household electricity savings and consumer behavior in Liaoning Province. Energy Policy, 38(2), 1202-1209.
  17. Ding, Z., Wang, G., Liu, Z., & Long, R. (2017). Research on differences in the factors influencing the energy-saving behavior of urban and rural residents in China–A case study of Jiangsu Province. Energy policy, 100, 252-259.
  18. Du, L., Guo, J., & Wei, C. (2017). Impact of information feedback on residential electricity demand in China. Resources, Conservation and Recycling, 125, 324-334.
  19. Fornara, F., Pattitoni, P., Mura, M., & Strazzera, E. (2016). Predicting intention to improve household energy efficiency: The role of value-belief-norm theory, normative and informational influence, and specific attitude. Journal of Environmental Psychology, 45, 1-10.
  20. Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). Household energy use: Applying behavioural economics to understand consumer decision-making and behaviour. Renewable and Sustainable Energy Reviews, 41, 1385-1394.
  21. Georges, E., Cornélusse, B., Ernst, D., Lemort, V., & Mathieu, S. (2017). Residential heat pump as flexible load for direct control service with parametrized duration and rebound effect. Applied Energy, 187, 140-153.
  22. Gilbert, B., & Zivin, J. G. (2014). Dynamic salience with intermittent billing: Evidence from smart electricity meters. Journal of Economic Behavior & Organization, 107, 176-190.
  23. Guo, Z., Zhou, K., Zhang, C., Lu, X., Chen, W., & Yang, S. (2018). Residential electricity consumption behavior: Influencing factors, related theories and intervention strategies. Renewable and Sustainable Energy Reviews, 81, 399-412.
  24. Han, H., & Hwang, J. (2016). Cruise travelers’ environmentally responsible decision-making: An integrative framework of goal-directed behavior and norm activation process. International Journal of Hospitality Management, 53, 94-105.
  25. Handgraaf, M. J., de Jeude, M. A. V. L., & Appelt, K. C. (2013). Public praise vs. private pay: Effects of rewards on energy conservation in the workplace. Ecological Economics, 86, 86-92.
  26. Harland, P., Staats, H., & Wilke, H. A. (2007). Situational and personality factors as direct or personal norm mediated predictors of pro-environmental behavior: Questions derived from norm-activation theory. Basic and Applied Social Psychology, 29(4), 323-334.
  27. He, X., & Zhan, W. (2018). How to activate moral norm to adopt electric vehicles in China? An empirical study based on extended norm activation theory. Journal of Cleaner Production, 172, 3546-3556.
  28. Hobman, E. V., Stenner, K., & Frederiks, E. R. (2017). Exploring everyday energy usage practices in Australian households: A qualitative analysis. Energies, 10(9), 1332.
  29. Hori, S., Kondo, K., Nogata, D., & Ben, H. (2013). The determinants of household energy-saving behavior: Survey and comparison in five major Asian cities. Energy Policy, 52, 354-362.
  30. Hurlimann, A., Dolnicar, S., & Meyer, P. (2009). Understanding behaviour to inform water supply management in developed nations–A review of literature, conceptual model and research agenda. Journal of environmental management, 91(1), 47-56.
  31. Kassai, M., Poleczky, L., Al-Hyari, L., Kajtar, L., & Nyers, J. (2018). Investigation of the energy recovery potentials in ventilation systems in different climates. Facta Universitatis, Series: Mechanical Engineering, 16(2), 203-217.
  32. Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behavior A meta-analysis. Global environmental change, 23(5), 1028-1038.
  33. Liu, X., Wang, Q., Wei, H. H., Chi, H. L., Ma, Y., & Jian, I. Y. (2020). Psychological and Demographic Factors Affecting Household Energy-Saving Intentions: A TPB-Based Study in Northwest China. Sustainability, 12(3), 836.
  34. Lopes, J. R. N., de Araújo Kalid, R., Rodríguez, J. L. M., & Ávila Filho, S. (2019). A new model for assessing industrial worker behavior regarding energy saving considering the theory of planned behavior, norm activation model and human reliability. Resources, Conservation and Recycling, 145, 268-278.
  35. Meng, L., & Sager, J. (2017). Energy consumption and energy-related CO2 emissions from China’s petrochemical industry based on an environmental input-output life cycle assessment. Energies, 10(10), 1585.
  36. Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of economic psychology, 39, 141-153.
  37. Opp, K. D. (2013). Norms and rationality. Is moral behavior a form of rational action? Theory and Decision, 1-27.
  38. Ozcan, K. M., Gülay, E., & Ucdogruk, Ş. (2013). Economic and demographic determinants of household energy use in Turkey. Energy policy, 60, 550-557.
  39. Platchkov, L., Pollitt, M., & Shaorshadze, I. (2011). The implications of recent UK energy policy for the consumer: A report for the Consumers’ Association. ESRC Electricity Policy Research Group, Cambridge Electricity Policy Research Group.
  40. Poortinga, W., Steg, L., Vlek, C., & Wiersma, G. (2003). Household preferences for energy-saving measures: A conjoint analysis. Journal of Economic Psychology, 24(1), 49-64.
  41. Pothitou, M., Hanna, R. F., & Chalvatzis, K. J. (2016). Environmental knowledge, pro-environmental behaviour and energy savings in households: An empirical study. Applied Energy, 184, 1217-1229.
  42. Rasool, F. (2013). The Environmental Behavior Research in Pakistan: Why it is Needed? And What Questions it Should Address? Mediterranean Journal of Social Sciences, 4(6), 285.
  43. Reiss, P. C., & White, M. W. (2005). Household electricity demand, revisited. The Review of Economic Studies, 72(3), 853-883.
  44. Ru, X., Wang, S., & Yan, S. (2018). Exploring the effects of normative factors and perceived behavioral control on individual’s energy-saving intention: An empirical study in eastern China. Resources, Conservation and Recycling, 134, 91-99.
  45. Savari Mombeni, A, Khosrowipour, B, Baradaran, M and Yazdanpanah, M. (2017). Application of social work theory in explaining the factors affecting the desire of rural youth about employment in the agricultural sector (Case study: Baghmalek city),Journal of Economic Research and Agricultural Development of Iran, Volumes 2-48, No. 2(287-298). (In Farsi).
  46. Seidi ,M.R, Baradaran,M, Yazdanpanah,M.(2019). Modeling Effective Factors on the environmental ethical behavior of villagers with an emphasis the theory of value-conscience-normative (Case: Alishravan and Misha Khas in Siwan from Ilam city functions), Journal of Economic Research and Agricultural Development of Iran, Volumes 2-50, No. 4(773-787). (In Farsi).
  47. Shi, D., Wang, L., & Wang, Z. (2019). What affects individual energy conservation behavior: Personal habits, external conditions or values? An empirical study based on a survey of college students. Energy Policy, 128, 150-161.
  48. Şimşekoğlu, Ö., & Lajunen, T. (2008). Social psychology of seat belt use: A comparison of theory of planned behavior and health belief model. Transportation Research Part F: Traffic Psychology and behavior, 11(3): 181-191.
  49. Steg L and Groot J, 2010. Explaining prosocial intentions: Testing causal relationships in the norm activation model. British Journal of Social Psychology, 49(4): 725-743.
  50. Steg, L. (2008). Promoting household energy conservation. Energy policy, 36(12), 4449-4453.
  51. Steg, L., & De Groot, J. (2010). Explaining prosocial intentions: Testing causal relationships in the norm activation model. British journal of social psychology, 49(4), 725-743.
  52. van der Werff, E., & Steg, L. (2015). One model to predict them all: predicting energy behaviours with the norm activation model. Energy Research & Social Science, 6, 8-14.
  53. Vassileva, I., Dahlquist, E., Wallin, F., & Campillo, J. (2013). Energy consumption feedback devices’ impact evaluation on domestic energy use. Applied energy, 106, 314-320.
  54. Wang, S., Lin, S., & Li, J. (2018). Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior. Energy policy, 115, 171-180.
  55. Yu, Y., & Guo, J. (2016). Identifying electricity-saving potential in rural China: Empirical evidence from a household survey. Energy Policy, 94, 1-9.
  56. Zhang, Y., Wang, Z., & Zhou, G. (2013). Antecedents of employee electricity saving behavior in organizations: An empirical study based on norm activation model. Energy Policy, 62, 1120-1127.
  57. Zhou, K., & Yang, S. (2015). Demand side management in China: The context of China’s power industry reform. Renewable and Sustainable Energy Reviews, 47, 954-965.
  58. Zhou, S., & Teng, F. (2013). Estimation of urban residential electricity demand in China using household survey data. Energy Policy, 61, 394-402.