The purpose of this study is to investigate the effects of social factors underpinning gas consumption behaviors. These factors included subjective norms, self-efficacy, knowledge of consumption, and environmental beliefs which can influence gas consumption behavior. Data were obtained from a survey of 510 people of domestic consumers of natural gas in Mazandaran province in Iran. The hypothesized effects were measured by applying a multiple regression analysis (stepwise method) and path analysis. Results showed that general/specific environmental beliefs, subjective norms, and self-efficacy positively influenced gas consumers’ behavior. The results also showed that subjective norms had a greater impact on gas consumers’ behavior than other variables. Among socio-demographical factors, there was a positive relationship between age and gas consumption behavior, while incomes showed a negative association with it. Finally, there was no significant difference in gas consumers’ behavior by education and gender. The results suggested that environmental education, modelling, and publicity play a role in controlling gas consumption behavior. The results of this paper have some implications for policy makers to optimize energy consumption behavior at the household level.
