ABSTRACT
Many scholars would equate internal factors to a specific psychological consciousness factors, including the consumer’s knowledge, beliefs, responsibility, values , motivations, attitudes and so on. Most researchers believe that consumers have the knowledge of the energy and environment, ecological values, environmental attitudes and sense of responsibility and it will affect their energy consumption behavior. For example: Jaber, etc.[3] show that the residents of the low awareness of energy conservation has related to insufficient knowledge of energy, using fuzzy logic method. Sardianou etc.[4] hold that when respondents in a positive environment, its behavior of using energy and cleaning electricity are more sensitive and active.
