Factors influencing people’s behavior that contribute to the formation of sustainable energy saving habits

The relevance of the study is due to the growing need for rational use of natural resources and reduction of negative impact on the environment. The purpose of the study is to identify effective mechanisms for influencing people’s behavior to form sustainable energy saving habits without compromising comfort. The work analyzes both internal (altruistic, biosphere values) and external motivation factors (social norms, economic incentives). The research methodology includes an analysis of modern scientific works on the psychology of energy consumption, a study of the influence of various types of motivation on energy saving behavior, as well as a study of the effectiveness of differentiated tariffs and other incentive tools. The main results show that the most effective is a combination of autonomous motivation based on internal principles with external incentives. It was revealed that the type of resource ownership and a sense of responsibility significantly affect the formation of environmentally friendly behavior. It was found that egoistic values hinder the development of energy saving habits, while altruistic and biosphere values promote their formation. The practical significance of the work lies in the possibility of using the obtained results to develop effective programs for the formation of energy-saving behavior of the population. The study emphasizes the need for a comprehensive approach to solving the problem, taking into account both legislative measures and psychological aspects of motivation.