Examination of the factors affecting residential energy conservation behavior of consumers

The purpose of this study is to examine the factors which affect individual consumers' energy conservation behavior in the light of Planned Behavior Theory and Norm Activation Theory. Descriptive research was determined as the method of the study and primary data were used. Survey practices was carried out towards individual energy consumers' in the age between 18 and 65 in Ankara with 270 participants in total. These obtained datas were used to analyze of the model which includes some hypotheses about affecting factors of energy conservation behavior. At the end of the analyses, it appears that awareness of need and injunctive social norms affect consumers' energy conservation behavior directly and positively. In addition, it was also realized that personal norms affects consumers' energy conservation behavior directly and positively. Despite that, it was determined that objective environmental knowledge did not moderate the relationship between personal norms and energy conservation behavior. Furthermore, it was clarified that perceived consumer effectiveness does not affect personal norms positively. In the light of these results, there were represented the contributions and constraints of this study. Additionally, suggestions were made for future researchs and marketing managers in the end of the study. Keywords: Awareness of Need, Perceived Consumer Effectiveness, Injunctive Social Norms, Personal Norms, Energy Conservation Behavior, Objective Environmental Knowledge, Planned Behavior Theory, Norm Activation Theory