Segmentación de clientes potenciales de sistemas de energías renovables

Resumen: El presente trabajo se centra en analizar las variables que influyen en la intención de uso de energías renovables a nivel residencial, así como en la identificación del perfil de los usuarios de acuerdo a diferentes variables socio-demográficas y comportamentales. Para ello se confeccionó un cuestionario online con una muestra de 163 individuos. A través de las pruebas de diferencia de medias se demuestra como las variables que mejor definen esta aceptación son la actitud, el conocimiento previo y el ahorro energético. Asimismo, con ayuda de un análisis clúster se define aún más el perfil del adoptador potencial. Abstract: The study aims to analyse the determining factors related to the adoption of new forms of electricity production from renewable sources at the residential level. It configures a fundamental aspect both in terms of energy saving policies for the central or autonomous government, and in commercial aspects for companies that commercialize this type of services among users or consumers. Therefore, it focuses on analysing the variables that influence the intention to use renewable energy systems at residential level, as well as on identifying the profile of users according to different socio-demographic variables (gender, age, income level, number of family members, residential area) and behavioural variables (activism, energy saving, prior knowledge and attitude). In the first place, the reader is introduced to the context by explaining the problems that occur worldwide due to environmental pollution caused by the use of fossil fuels. In addition, the importance of the renewable sector in Spain is highlighted in figures. Energy is fundamental for most of society's daily activities. Historically, the population has benefited from fossil fuels, such as coal, oil or gas, without considering the available resources and their impact on the environment. Spain is among the European Union countries most dependent on imports of fossil fuels. As a consequence of the threat of climate change and dependence on energy imports, together with the exhaustible nature of fossil fuels, many countries have encouraged the search for alternatives to conventional energy sources. Investments in renewable energy sources have increased in order to reduce greenhouse gas emissions and increase the supply of a safe and sustainable type of energy. Renewable energies have been increasing their importance in the overall electricity production in Spain with the approximate intervention of 39% in 2016. Specifically, wind technology occupies the second most prominent place in the combination of electricity generation, accounting for 18.4% of the total, thus positioning itself as the second source of energy generation. With respect to renewable sources, wind constitutes almost half of the total, 47.3%, of all renewable production in 2016. Given the worldwide relevance of the fight against climate change and the increase in pollution, as it represents one of the great socio-political challenges, the possibility of growth in this new market is considerable. In order to carry out the proposed research, an online questionnaire was prepared which potential users of renewable energy systems answered after explaining how this type of energy works. A final sample of 163 subjects was reached. In order to define the characteristic profile of potential adopters of energy systems, a two-stage cluster analysis was carried out to identify three groups of adopters. Three groups of potential adopters of renewable energies were identified as a result of the applied cluster analysis: - Women who are not very activist and predisposed to the use of renewable energies, although they are aware of their use and functioning, come from large households located in rural areas. - Small families predisposed to integrate these energy systems that are located in urban areas with members who declare themselves with low knowledge, activism and savings, as well as income. - Men relatively predisposed to adoption, coming from large urban families with high knowledge, although sparsely activist and little savers, nevertheless, high income. In the light of these results, a series of recommendations are proposed to improve government policies and proposals from companies in the sector that improve the adoption of this type of renewable energy, among which the following stand out: - Firstly, both policies and business efforts should focus on measures that favour the attitude towards the adoption of this type of renewable energy systems. - With regard to prior knowledge, an educational effort must be made on the importance of energy innovation, focusing on its advantages and on the problems that our society will assume in the future if certain behaviours are not corrected. - In relation to energy saving, it is essential to implement a policy of awareness of the energy saving (direct and indirect) that society would carry out with the adoption of these renewable energy systems. - On the other hand, with regard to activism, although it is not very decisive, it would be possible to make a significant contribution to the development of the energy sector.