According to an embodiment, a heating device having a plurality of heating members which heat the heating roller, a first thermoelectric converting section having a plurality of thermoelectric converting elements, each of which has a heat-absorbing surface and a cooling surface and generates electromotive force by difference in temperature between the heat-absorbing surface and the cooling surface, and formed along a curved surface of the heating roller, in which the heat-absorbing surface is disposed with a predetermined space from an outer circumferential surface of the heating roller, an auxiliary power supply charged with electric power generated by the first thermoelectric converting section, and a switching section which switches the apparatus between a first state in which electric power is supplied from utility power to the heating members and a second state in which electric power is supplied from the auxiliary power supply to the heating members, based on a predetermined signal.