theory of planed behaviour and energy productivity in public organizations

Predicting behavior of electricity customers is important when formulating green marketing strategies to encourage civilians to adopt green and energy efficient products.for years, marketing researchers investigated the process of decision making in consumers when they are about to purchase a specific product in the market. the analysis of what, when, why, and how is summarized as consumer behavior [1]. the increase of green energy efficient products awareness among people in iran has shaped great changes in energy demand pattern in many social groups, especially educated electricity users. this group showed interest with types of green products that not only help to decrease energy costs but also their natural features would be advantageous for user health and green environment. with increasing share of cooling in electricity demand in iran in summer days (%40 of electricity usage is used for cooling purposes) the research wing of ministry of energy of iran has launched a series of innovative green products to bring more energy productivity in cooling devices.in this research theory of planned behavior (tpb) was used to explain the employees’ green behavior toward using a natural personal cooling product introduced by the ministry of energy