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A social marketing mix for renewable energy in Europe based on consumer stated preference surveys

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  • Menegaki, Angeliki N.

Abstract

Regardless their high potential, renewable energy resources are insufficiently exploited in Europe. This paper examines the potential of social marketing for renewable energy sources. It uses acceptability and willingness to pay results from existing surveys on renewable energy sources and generates a marketing mix for the state, organizations, businesses and consumers. These surveys typically claim to produce results that will be useful for policy making or marketing purposes. However, after they distinguish the parameters that affect acceptability or choice and willingness to pay, they do not go deeper to demonstrate the ways for the exploitation of the results. Therefore, this paper gauges the gap between the results from consumer stated preference studies and the insights generated for social marketing.

Suggested Citation

  • Menegaki, Angeliki N., 2012. "A social marketing mix for renewable energy in Europe based on consumer stated preference surveys," Renewable Energy, Elsevier, vol. 39(1), pages 30-39.
  • Handle: RePEc:eee:renene:v:39:y:2012:i:1:p:30-39
    DOI: 10.1016/j.renene.2011.08.042
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    Cited by:

    1. Angeliki N. Menegaki, 2013. "An Antidote to the Resource Curse: The Blessing of Renewable Energy," International Journal of Energy Economics and Policy, Econjournals, vol. 3(4), pages 321-332.
    2. Comodi, Gabriele & Bevilacqua, Maurizio & Caresana, Flavio & Paciarotti, Claudia & Pelagalli, Leonardo & Venella, Paola, 2016. "Life cycle assessment and energy-CO2-economic payback analyses of renewable domestic hot water systems with unglazed and glazed solar thermal panels," Applied Energy, Elsevier, vol. 164(C), pages 944-955.
    3. Marques, António Cardoso & Fuinhas, José Alberto & Menegaki, Angeliki N., 2014. "Interactions between electricity generation sources and economic activity in Greece: A VECM approach," Applied Energy, Elsevier, vol. 132(C), pages 34-46.
    4. Bai, Attila & Durkó, Emília & Tar, Károly & Tóth, József Barnabás & Lázár, István & Kapocska, László & Kircsi, Andrea & Bartók, Blanka & Vass, Róbert & Pénzes, János & Tóth, Tamás, 2016. "Social and economic possibilities for the energy utilization of fitomass in the valley of the river Hernád," Renewable Energy, Elsevier, vol. 85(C), pages 777-789.
    5. Dombi, Mihály & Kuti, István & Balogh, Péter, 2014. "Sustainability assessment of renewable power and heat generation technologies," Energy Policy, Elsevier, vol. 67(C), pages 264-271.
    6. Barrios-O’Neill, Danielle & Schuitema, Geertje, 2016. "Online engagement for sustainable energy projects: A systematic review and framework for integration," Renewable and Sustainable Energy Reviews, Elsevier, vol. 54(C), pages 1611-1621.
    7. Vale, Zita & Morais, Hugo & Faria, Pedro & Ramos, Carlos, 2013. "Distribution system operation supported by contextual energy resource management based on intelligent SCADA," Renewable Energy, Elsevier, vol. 52(C), pages 143-153.
    8. Kostevšek, Anja & Cizelj, Leon & Petek, Janez & Pivec, Aleksandra, 2013. "A novel concept for a renewable network within municipal energy systems," Renewable Energy, Elsevier, vol. 60(C), pages 79-87.
    9. Vecchiato, Daniel & Tempesta, Tiziano, 2015. "Public preferences for electricity contracts including renewable energy: A marketing analysis with choice experiments," Energy, Elsevier, vol. 88(C), pages 168-179.
    10. repec:eee:rensus:v:82:y:2018:i:p3:p:3570-3581 is not listed on IDEAS
    11. Maxim Alexandru, 2013. "Methodological Considerations Regarding The Segmentation Of Household Energy Consumers," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1775-1785, July.
    12. Toka, Agorasti & Iakovou, Eleftherios & Vlachos, Dimitrios & Tsolakis, Naoum & Grigoriadou, Anastasia-Loukia, 2014. "Managing the diffusion of biomass in the residential energy sector: An illustrative real-world case study," Applied Energy, Elsevier, vol. 129(C), pages 56-69.
    13. Murakami, Kayo & Ida, Takanori & Tanaka, Makoto & Friedman, Lee, 2015. "Consumers' willingness to pay for renewable and nuclear energy: A comparative analysis between the US and Japan," Energy Economics, Elsevier, vol. 50(C), pages 178-189.
    14. Menegaki, Angeliki N., 2013. "Growth and renewable energy in Europe: Benchmarking with data envelopment analysis," Renewable Energy, Elsevier, vol. 60(C), pages 363-369.
    15. Menegaki, Angeliki N., 2013. "Accounting for unobserved management in renewable energy & growth," Energy, Elsevier, vol. 63(C), pages 345-355.
    16. Kaenzig, Josef & Heinzle, Stefanie Lena & Wüstenhagen, Rolf, 2013. "Whatever the customer wants, the customer gets? Exploring the gap between consumer preferences and default electricity products in Germany," Energy Policy, Elsevier, vol. 53(C), pages 311-322.
    17. Anna Kowalska-Pyzalska, 2016. "What makes consumers adopt to innovative energy services in the energy market?," HSC Research Reports HSC/16/09, Hugo Steinhaus Center, Wroclaw University of Technology.
    18. Iskander Tlili, 2015. "Renewable energy in Saudi Arabia: current status and future potentials," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 17(4), pages 859-886, August.
    19. repec:eee:rensus:v:80:y:2017:i:c:p:562-571 is not listed on IDEAS
    20. Jung, Nusrat & Moula, Munjur E. & Fang, Tingting & Hamdy, Mohamed & Lahdelma, Risto, 2016. "Social acceptance of renewable energy technologies for buildings in the Helsinki Metropolitan Area of Finland," Renewable Energy, Elsevier, vol. 99(C), pages 813-824.
    21. Menegaki, Angeliki N. & Tsagarakis, Konstantinos P., 2015. "Rich enough to go renewable, but too early to leave fossil energy?," Renewable and Sustainable Energy Reviews, Elsevier, vol. 41(C), pages 1465-1477.

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