Social marketing strategies for renewable energy transitions

Eagle, Lynne, Osmond, Amy, McCarthy, Breda, Low, David, and Lesbirel, Hayden (2017) Social marketing strategies for renewable energy transitions. Australasian Marketing Journal, 25 (2). pp. 141-148.

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Transitions to more sustainable energy systems are increasingly required to address the problem of climate change. Different stakeholder groups, however, may not share the same level of acceptability for an increase in renewable energy. This paper examines energy consumers’ attitudes towards energy issues, their use of renewable energy in the home and constraints to energy conservation. Respondent-completed questionnaires from 325 people reveal strong support for renewable energy and a belief in human-induced climate change. A multitude of obstacles to energy-efficient practices are revealed by the survey. The paper also explores the role of social marketing in prompting behavioural change and encouraging a transition to renewable energy. Policy makers can utilise these findings to accelerate the transition to renewable energy and build capacity among residents.

Item ID: 48946
Item Type: Article (Research - C1)
ISSN: 1839-3349
Keywords: social marketing; renewable energy; environmental attitudes; energy transition; energy efficiency
Funders: James Cook University (JCU)
Projects and Grants: JCU Internal Infrastructure Block Grant Number 2200.93991.0270
Date Deposited: 23 Jun 2017 04:15
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350612 Social marketing @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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