Abstract:
This study is interdisciplinary research of socio demographic, building and
psychological variables that impact household‘s electricity consumption for the
identification of opportunities for the conservation of electricity. In current scenario
this study holds its significance because more than 50% of the total electricity
consumption in Pakistan is used by households. A case study was conducted in G-10
sector of Islamabad, Pakistan through questionnaire and IESCO electricity bills.
social–psychological behavior was studied using; the theory of planned behavior
(TPB; Ajzen, 1991) and the norm activation model (NAM; Schwartz, 1977);
applicable for explaining human behavior towards conservation and environmental
behaviors. It has been observed that households with electricity conservation attitude
and households who feel moral obligation towards environment protection shows
electricity conservation behavior. The study further showed that the households are
aware that usage of electricity contributes in issues related with the environment but
this awareness is not transmitted through their behavior, as found from our empirical
results. Income and household appliances played significant role in consumption of
household electricity.
