An apparatus, a method, and a non-transitory computer readable storage medium thereof for recommending an electricity consumption behavior are provided. The apparatus is stored with an appliance efficiency value and an electricity-consuming parameter value for each of a plurality of users. The apparatus generates a plurality of first temporary values by multiplying each of the appliance efficiency values with each of the electricity-consuming parameters, generates a power saving matrix by subtracting each of the electricity-consuming parameters from each of the electricity-consuming parameters individually, generates a changing willingness matrix by the second temporary values, calculates a transform probability matrix by the power saving matrix and the changing willingness matrix, calculates an eigenvalue and an eigenvector of the transform probability matrix, and recommends an electricity consumption behavior according to the eigenvalue and the eigenvector.
