Abstract
This awakening of consciousness on the part of today’s consumers has given rise to the concept of consumer empowerment which states that the current consumer has become a stakeholder and influence in their purchasing decisions. Thus, the current consumer is asking deeper questions, such as environmental rights, animal rights, the rights of future generations, and the rights of the community. This paper proposes an explanatory model of empowerment emanating from new Information and Communication Technologies (ICTs), which participated in the crystallization of the concept by giving more power and control to Tunisian consumers. A model was developed from qualitative research based on individual interviews to explore in-depth the world of Renewable Energies Consumption (REC).
Highlights
IntroductionWith the advent of the Internet, which transformed information scarcity into information democracy (Sawhney & Kotler, 2001) or transparency (Deshpande, 2002), researchers began to discuss the difficulties of understanding and controlling consumers with traditional marketing approaches
With the advent of the Internet, which transformed information scarcity into information democracy (Sawhney & Kotler, 2001) or transparency (Deshpande, 2002), researchers began to discuss the difficulties of understanding and controlling consumers with traditional marketing approaches.Today’s consumers feel less dependent on businesses, and enjoy more freedom (Jordan, 1999; Wolfinbarger & Gilly, 2001) and control (Wolfinbarger & Gilly, 2001; Kucuk & Krishnamurthy, 2007) on their operations and business relations
Does consumer empowerment push consumers to get involved in a social responsibility approach by using renewable energies? The first part presents the emergence of the phenomenon of consumer empowerment in the field of renewable energies; the second part exposes the behavior of consumers with the rise of consumerism movements
Summary
With the advent of the Internet, which transformed information scarcity into information democracy (Sawhney & Kotler, 2001) or transparency (Deshpande, 2002), researchers began to discuss the difficulties of understanding and controlling consumers with traditional marketing approaches. Companies are in the duty to invest in renewable energies because the current consumer is aware of the importance of environmental protection, and because these energies represent, without a doubt, a profitable investment. This is the subject of investigation in this article. The approach is exploratory, and the objective is to understand the role played by consumer empowerment in the transition of ethical consumption and its influence on the adoption of renewable energies (Nawaz et al, 2021). The third part discusses the managerial consequences of consumer empowerment in an ethical context
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
