عنوان مقاله [English]
Shahriyar Azizi*, Reza Ghanbarizadeh Miyandehi** Abstract One of the important factors for a country’s economic growth is the institutionalization of frugality culture in all cases, especially frugality on consumption of natural resources. Electricity as one of energy carriers is a type of natural resources that has many direct and indirect effects on the life of society member, Hence frugality on consumption of it can be lead to faster economic growth. For this reason, in this study, evaluation of the effectiveness of social advertising that is shown from different type of media has been choosed. Population for this study consists of all the Tehran' families that are affected from electricity consumption frugality social advertising. Necessary data were gathered with questionnaires with 23 questions from 414 respondents of Tehran' families which were choosed with the method of cluster sampling. For evaluating of measurement models confirmatory factor analysis in Lisrel software 8.8 and for evaluating of research hypotheses one sample t-test were used. The results showed that although electricity consumption frugality social advertising does not lead to attention of the audience and does not create any Interest or desire in them, nevertheless action to it and frugality on consumption of electricity. Therefore, it could be concluded that reasons for electricity consumption frugality should be searched in another factor such as subsidies objectively that it lead to the increasing price of energy carriers. Keywords: Advertising; Social Advertising; Effectiveness of Social Advertising; Electricity* Associate Professor, Shahid Beheshti University (Corresponding Author).E-mail: email@example.comE-mail: firstname.lastname@example.org** Ph.D Student, Shahid Beheshti University.