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The Model of Customer Empowerment in the Field of Renewable Energy: A Case of Tunisian Consumers

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  • Chiraz Rouissi
  • Fatma Letaif

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).

Suggested Citation

  • Chiraz Rouissi & Fatma Letaif, 2022. "The Model of Customer Empowerment in the Field of Renewable Energy: A Case of Tunisian Consumers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 1-7, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:1:p:7
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    References listed on IDEAS

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    1. Massimo Sargiacomo, 2009. "Michel Foucault, Discipline and Punish: The Birth of the Prison," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 13(3), pages 269-280, August.
    2. Werner, Manuel, 1992. "The great paradox: Responsibility without empowerment," Business Horizons, Elsevier, vol. 35(5), pages 55-58.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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