Investigation and Prediction Analysis of Household Electrical Protection Behavior using the Developed Theory of Planned Behavior: A case study of Rural Households in Khuzestan Province

Document Type : Research Project Article

Authors

Department of Agricultural Extension and Education, Faculty of Agricultural Engineering and Rural Development, Khuzestan Agriculture Sciences and Natural Resources University, Mollasani, Iran

10.22059/jrur.2024.369125.1893

Abstract

A B S T R A C T
Today, with the increase in population and due to the expansion of the electricity network to rural areas and the increase in the number of consumers, electricity protection behaviors and saving electricity consumption are of great importance. This study aimed to investigate the behavior of rural households in Khuzestan province using the developed theory of planned behavior towards electricity protection. The study's statistical population 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 using 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. A pre-test was conducted to assess the reliability of various sections of the questionnaire, and Cronbach's alpha coefficient was calculated, yielding values between 0.71 and 0.95, confirming the reliability. The analysis of the structural equation model revealed that self-identity, attitude, moral norm, and subjective norm positively and directly influence the behavioral intentions of rural households. These variables also indirectly affect their actual behavior. Ultimately, these factors account for 51% of the variance in behavioral intention and 45% of the variance in the behavior of rural households regarding electricity conservation
Extended Abstract
Introduction
Today, the environmental issues caused by the use of fossil fuels, global warming and threats to biodiversity, the rapid increase in population and economic growth around the world in the past decades, and also due to the expansion of the electricity network to villages and with the increase in the number of consumers, electricity consumption in the household sector has been increasing at an incredible rate. Energy shortage is a limitation that hinders socio-economic development because energy indirectly plays an important role in eradicating poverty and raising living standards and the economy. That is why energy access, especially access to modern energy sources such as electricity, which are crucial for development, has a close link with economic development, and reducing energy poverty is a prerequisite for achieving the Millennium Development Goals. In this regard, optimal consumption or saving electricity energy results in more people having access to this important development factor. The first step in achieving this goal is to know households' current consumption behavior and determine factors. According to our knowledge, most of the research done in other parts of the world has been done in urban areas. This research seeks to examine the current consumption behavior of households and answer the question of what factors increase household electricity saving or consumption behavior in rural households. Different theories and models have been used in different studies to review and assess consumption behavior. In this study, the theory of planned behavior (TPB) was used to investigate the protective behavior of villagers concerning household electricity consumption.
 
Methodology
This study was designed and implemented to analyze the conservation behavior of rural households in Khouzestan Province regarding electricity consumption. The research method is applied in terms of purpose and descriptive-survey in terms of the data collection method. The study's statistical population includes rural households of Hamidieh and Baghmalek Cities in Khouzestan Province (N = 8450). Four hundred forty households were selected as the study sample based on multi-stage random cluster sampling. In this research, the data collection procedure was conducted using a questionnaire. In order to design a measuring tool, it was attempted to study and examine the scales designed for this purpose (the theory of planned behavior and its related structures). After determining the population and understanding the area under study by doing a pilot study, completing 40 questionnaires out of these two towns, and analyzing its results, the necessary amendments were made to the measuring tool. Finally, statistical software SPSS (V20) described and analyzed the data obtained. In this study, appropriate tests were used in descriptive and inferential statistics.
 
Results and discussion
The results showed that the variables of self-identity (Beta=0.45, P<0.001), attitude (Beta=0.19, P<0.001), moral norm (Beta=0.19, P<0.001), and norm Subjective (Beta=0.16, P<0.001) have a positive, direct and significant effect on the behavioral intention variable, and the identity variable itself has a stronger effect than other variables. These four variables together account for 51% of the changes. Predict the variable of behavioral intention. Also, the behavioral intention variable (Beta=0.67, P<0.001) had a direct and significant positive effect on behavior. The rapid increase in human population and rapid pace of energy in the past three decades has made saving energy an important issue. Several studies have shown that the energy consumption of households is increasing due to technological developments, economic growth, demographic factors, institutional factors, cultural events, etc. The results of structural equation model analysis showed that the variables of self-identity, attitude, moral norm, and subjective norm are variables affecting the behavioral intention of rural households in a positive and direct manner and behavior in a positive and indirect way, and these variables were finally able to predict 51 and 45% of the changes in the variables of behavioral intention and behavior of rural households to protect household electricity, respectively.
 
Conclusion
This research has provided important implications for saving electricity. In the first stage, due to the importance of the moral norm on the electricity conservation behavior of rural households, it is possible to create national and local education and advertising programs for households on saving household electricity consumption. These training and advertisements can instill in households that every citizen is responsible and obligated to reduce and save electricity consumption, which is useful for improving their moral norm.
 
Funding
This article is based on a research project approved by Agricultural Sciences and Natural Resources University of Khuzestan, which was carried out with the financial support of this university.
 
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
The authors would like to express their gratitude to all those who helped us in conducting this research, especially Agricultural Sciences and Natural Resources University of Khuzestan.

Keywords

Main Subjects

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Journal of Rural Research
Volume 16, Issue 1
April 2025
Pages 159-177

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  • Receive Date: 26 November 2024
  • Revise Date: 05 March 2025
  • Accept Date: 29 March 2025

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