Received:
2018-11-16 | Accepted:
2019-02-20 | Published:
2019-03-30
Title
A step-by-step approach to social marketing in energy transition
Abstract
By examining social marketing this articles has featured a step-by step approach for residential behavioural change towards sustainable energy transition. Specifically, this article considers the value-based approach instead of rational information campaigns for behavioural change of energy users. The proposed framework is based on environmental values and designed to transform the selected destructive behaviour into a sustainable one. The framework consist of five steps: (1) selecting the behaviour, (2) user orientation, (3) exchange, (4) marketing mix: elements of intervention, (5) measuring behaviour change. As behavioural change is the final goal of any energy efficiency campaign, it becomes also a starting point and an objective of the rest of the activities in the framework. Second, we suggest using the user orientation concept that divides the society into three groups based on their attitude towards environmental issues, i.e. environmentalist, the environmentally concerned and the disinterested. In the third step we apply the exchange theory; whereas in the step of 'marketing mix' a conceptual combination of six elements for energy transition is reasoned: proposition, cost, communication, communities and partnership. Finally, the fifth step stresses on the measurement of the behavioural change that enables energy transition. The proposed step-by step framework is based on theory and builded on current practice in a field that is analysed in the article.
Keywords
energy transition, renewable energy sources, household, social marketing, communication campain
JEL classifications
M30
, D83
, O10
, P48
URI
http://jssidoi.org/ird/article/3
DOI
HAL
Pages
19-32
Funding
This research was supported by the project,which has received funding from the European Union's Horizon 2020 research and innovation programme European Research Council (ERC) under the European Union's Horizon 2020 research and innovation programme Marie Sklodowska-Curie Research and Innovation Staff Exchanges ES H2020-MSCA-RISE-2014 CLUSDEVMED (2015-2019) Grant Agreement Number 645730730
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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