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Influence of Social Marketing Strategies on Energy Conservation and Usage Behaviours in Households

In: Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)

Author

Listed:
  • K. K. Sanitha

    (Sreenarayanaguru Open University, Department of Business Studies)

  • V. S. Viswanath

    (AGM, Tata Consultancy Services (TCS))

Abstract

Rising energy demand and environmental degradation have intensified the need for behaviour-based energy solutions. This study explores the impact of social marketing strategies on domestic energy-related behaviours. Focusing on conservation practices, safe electricity usage, and awareness of solar energy, it presents and validates a conceptual model grounded in behavioural theory. The research employs structural equation modelling (SEM) to analyse data from 450 respondents collected via a structured questionnaire. Findings confirm that social marketing strategies significantly influence energy-saving behaviours, enhance adherence to safety measures, and increase consumer awareness and adoption of solar energy technologies. The study contributes to the behavioural energy literature by offering practical insights on how social marketing can be leveraged to design targeted, evidence-based campaigns that foster sustainable household energy practices.

Suggested Citation

  • K. K. Sanitha & V. S. Viswanath, 2025. "Influence of Social Marketing Strategies on Energy Conservation and Usage Behaviours in Households," Advances in Economics, Business and Management Research, in: Bejoy Joseph & Devi Sekhar R (ed.), Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025), pages 389-402, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-896-7_20
    DOI: 10.2991/978-94-6463-896-7_20
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