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.
Highlights
Accelerating the clean energy transition needs to be high on the agendas of technological development and on user behavioural change policies and practices
Thermal comfort, car dependency and other lifestyle norms compete against behavioural interventions that would lead to sustainable energy use
Giorgi et al (2016) suggest moving away from the traditional marketing mix and propose to abolish the elements that come from commercial marketing. Whit regard to the former, we argue that marketing mix for energy transition consists of six interrelated marketing mix elements (Table 2, third column): 1. Proposition: proposition replaces traditional marketing mix element ‘product’, as ‘product’ is difficult to interpret in energy transition as it is realated to behavioural changes
Summary
Accelerating the clean energy transition needs to be high on the agendas of technological development and on user behavioural change policies and practices. Attitudinal changes of society at large and household users in particular towards energy consumption are vital in the transition towards sustainable energy With regard to this approach, governmental and nongovernmental institutions are using social marketing to change behacižviuor of energy users and to speed up energy transition. Taking into consideration that “households are accountable for nearly three-quarters of global carbon emissions” (Strachan, Cowell, Ellis, Sherry-Brennan, & Toke, 2015), it is essential to apply social marketing that transforms destructive behaviour resulting in these emissions. In this context a sustainable energy transition means significant changes in policies and law and in users’ behaviour. In the article we occasionally use empirical results and cases to illustrate how the elements of our conceptual approach are being implemented in practice
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