The study of the behavioral aspects of households in the field of energy conservation is one of the activities of the global energy policy. From this perspective, the topic of the article is relevant. The purpose of the study is to consider the theoretical and methodological basis for studying the transformation of energy-saving behavior of a household in the context of the introduction of digital and nature-like technologies. The authors, based on the use of provisions (neoclassicism, institutionalism and Keynesianism), investigated the essence and manifestations of energy-saving behavior of a household in such conditions. For a deeper study, an analysis of organizational forms, institutional infrastructure, technical and technological relations arising in the process of energy consumption is proposed. Based on this analysis, a number of results have been obtained. The very concept of “energy” is used in a broad sense, as consisting of many of its types and used in consumption by households. The overall result of the study is the provision that the energy-saving behavior of households should be investigated in a comprehensive manner with the integration of various theoretical concepts. In the absence of such an integrated approach, the energy-saving process at the household level will be divided into different actions, including contradictory or even opposite ones, which will affect the effectiveness of the government measures taken.

The relevance of the study is related to the role of household behavior in the field of energy saving in the context of the development of hydrocarbon energy, in the implementation of energy-saving technologies, the rational use of resources in energy generation, as well as in stabilizing the energy market. The research methodology is based on system and factor analyzes of the neoclassical direction and institutionalism of economic theory, which are ambiguously implemented in shaping the behavior of households in energy saving. The conclusions of the study include highlighting the specifics of the behavior of households in energy saving, the influence of external factors - institutional, infrastructural and others on the rational behavior of households in energy saving. It was stated that the imperfection of the regulatory framework for the provision of energy services and their constant changes limit the formation of rational behavior of households in energy saving. It is suggested that when drawing up an energy-saving policy in the short term, it is necessary to use the factorial theoretical and methodological provisions of neoclassicism, and in the long term to use the factorial approach of institutionalism. The paper analyzes and proposes four models of energy-saving behavior of households and identifies problems and difficulties in the process of their implementation in practice. A factor analysis of the influence of household behavior on the implementation of sustainable energy was also carried out. The transition to sustainable energy, as well as the solution of the problems that stand in its way, must be carried out taking into account the interests and capabilities of households.