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A step-by-step approach to social marketing in energy transition

Author

Listed:
  • Rasa Smaliukiene

    (Vilnius Gediminas Technical University, General Jonas Žemaitis Military Academy of Lithuania)

  • Salvatore Monni

    (ROMA TRE - Università degli Studi Roma Tre = Roma Tre University)

Abstract

By examining social marketing this articles has featured a step-by step approach for residential behavioural change towards sustainable energy transition. Specifically, this article considers the value-based approach instead of rational information campaigns for behavioural change of energy users. The proposed framework is based on environmental values and designed to transform the selected destructive behaviour into a sustainable one. The framework consist of five steps: (1) selecting the behaviour, (2) user orientation, (3) exchange, (4) marketing mix: elements of intervention, (5) measuring behaviour change. As behavioural change is the final goal of any energy efficiency campaign, it becomes also a starting point and an objective of the rest of the activities in the framework. Second, we suggest using the user orientation concept that divides the society into three groups based on their attitude towards environmental issues, i.e. environmentalist, the environmentally concerned and the disinterested. In the third step we apply the exchange theory; whereas in the step of 'marketing mix' a conceptual combination of six elements for energy transition is reasoned: proposition, cost, communication, communities and partnership. Finally, the fifth step stresses on the measurement of the behavioural change that enables energy transition. The proposed step-by step framework is based on theory and builded on current practice in a field that is analysed in the article.

Suggested Citation

  • Rasa Smaliukiene & Salvatore Monni, 2019. "A step-by-step approach to social marketing in energy transition," Post-Print hal-02115288, HAL.
    • Handle: RePEc:hal:journl:hal-02115288
    DOI: 10.9770/ird.2019.1.1(2)
    Note: View the original document on HAL open archive server: https://hal.science/hal-02115288
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    References listed on IDEAS

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    1. Ramos, A. & Gago, A. & Labandeira, X. & Linares, P., 2015. "The role of information for energy efficiency in the residential sector," Energy Economics, Elsevier, vol. 52(S1), pages 17-29.
    2. Pothitou, Mary & Hanna, Richard F. & Chalvatzis, Konstantinos J., 2016. "Environmental knowledge, pro-environmental behaviour and energy savings in households: An empirical study," Applied Energy, Elsevier, vol. 184(C), pages 1217-1229.
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    Cited by:

    1. Mikhail Nikolaevich Dudin & Mikhail Nikolaevich Dudin & Natalia Pavlovna Ivashchenko & Alexander Georgievich Gurinovich & Oleg Mikhailovich Tolmachev & Lidiya Aleksandrovna Sonina, 2019. "Environmental entrepreneurship: characteristics of organization and development," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 1861-1871, June.
    2. Monika Adamczyk & Alina Betlej & Jan Gondek & Alina Ohotina, 2019. "Technology and sustainable development: towards the future?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 2003-2016, June.
    3. Marcin Chrząścik, 2019. "Modelling promotion strategies in local government units with the application of structural equation modelling (SEM) with an example of Warmia and Mazury region," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 1258-1278, December.
    4. Gennady Vasilievich Osipov & Vadim Vitalievich Ponkratov & Svetlana Gennadievna Karepova & Tatiana Bloshenko & Andrei Vorontcov, 2019. "Transit tariff optimization model for Russia and Central Asia energy cooperation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(1), pages 398-412, September.
    5. Fernando García & Jairo González-Bueno & Javier Oliver & Nicola Riley, 2019. "Selecting Socially Responsible Portfolios: A Fuzzy Multicriteria Approach," Sustainability, MDPI, vol. 11(9), pages 1-14, April.
    6. Edyta Bombiak, 2019. "Green human resource management – the latest trend or strategic necessity?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 1647-1662, June.
    7. Natalia M. Mamedova & Zoya V. Bezveselnaya & Elena V. Malakhova & Valery S. Kozmin & Irina M. Kornilova & Tatyana I. Savinchenko, 2019. "The Modern Paradigm of Advertising in the Light of Sustainable Business Development," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 2110-2126, June.
    8. Rasa Smaliukiene & Gintaras Labutis & Ausrius Juozapavicius, 2020. "Pro-Environmental Energy Behavior in the Military: Assessing Behavior Change Factors at a Selected Military Unit," Energies, MDPI, vol. 13(1), pages 1-12, January.
    9. Serhiy Lyeonov & Tetyana Pimonenko & Yuriy Bilan & Dalia Štreimikienė & Grzegorz Mentel, 2019. "Assessment of Green Investments’ Impact on Sustainable Development: Linking Gross Domestic Product Per Capita, Greenhouse Gas Emissions and Renewable Energy," Energies, MDPI, vol. 12(20), pages 1-12, October.
    10. Marcel Lincényi & Jaroslav Čársky, 2021. "The effectiveness of funds spent on the campaign with regard to the results of the elections in the Slovak Republic," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(3), pages 356-366, March.
    11. Mangirdas Morkunas & Gintaras Cernius & Gintare Giriuniene, 2019. "Assessing Business Risks of Natural Gas Trading Companies: Evidence from GET Baltic," Energies, MDPI, vol. 12(14), pages 1-14, July.

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    More about this item

    Keywords

    energy transition; renewable energy sources; household; social marketing; communication campain;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General
    • P48 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Legal Institutions; Property Rights; Natural Resources; Energy; Environment; Regional Studies

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