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Marketing and communications channels for diffusion of smart meters in Portugal

Author

Listed:
  • Yash Chawla
  • Anna Kowalska-Pyzalska
  • Paulo Duarte Silveira

Abstract

National roll-outs of smart meters (SM) have been undertaken in most of the European countries. The exchange of traditional meters into smart ones is a part of power system transmission into so called smart grids. In these smart grids, the communication and sharing of information happens in real-time and all market players, such as energy suppliers, sellers and consumers, play an important role. As the literature reveals, the successful deployment of SM requires consumers' awareness and engagement. That is why, within this paper, we investigate the impact of consumers' knowledge on what SM is, as well as the role of marketing platforms: both traditional (i.e. TV or radio) and modern ones (i.e. social media) in SM diffusion. Based on the on-line survey conducted in Portugal (N=518), we provide some policy and practical recommendations for energy companies and local authorities regarding the effective usage of marketing platforms and content.

Suggested Citation

  • Yash Chawla & Anna Kowalska-Pyzalska & Paulo Duarte Silveira, 2019. "Marketing and communications channels for diffusion of smart meters in Portugal," HSC Research Reports HSC/19/05, Hugo Steinhaus Center, Wroclaw University of Technology.
    • Handle: RePEc:wuu:wpaper:hsc1905
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    File URL: http://www.im.pwr.wroc.pl/~hugo/RePEc/wuu/wpaper/HSC_19_05.pdf
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    References listed on IDEAS

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    Cited by:

    1. Yash Chawla & Anna Kowalska-Pyzalska & Burcu Oralhan, 2020. "Attitudes and Opinions of Social Media Users Towards Smart Meters’ Rollout in Turkey," Energies, MDPI, vol. 13(3), pages 1-27, February.
    2. Anna Kowalska-Pyzalska & Katarzyna Byrka & Jakub Serek, 2020. "How to Foster the Adoption of Electricity Smart Meters? A Longitudinal Field Study of Residential Consumers," Energies, MDPI, vol. 13(18), pages 1-19, September.
    3. Maksymilian Kochański & Katarzyna Korczak & Tadeusz Skoczkowski, 2021. "Enablers and Barriers in the Market-Driven Rollout of Smart Metering: Polish Technology Innovation System Analysis," Energies, MDPI, vol. 14(17), pages 1-28, August.
    4. Geels, F.W. & Sareen, S & Hook, A. & Sovacool, B.K., 2021. "Navigating implementation dilemmas in technology-forcing policies: A comparative analysis of accelerated smart meter diffusion in the Netherlands, UK, Norway, and Portugal (2000-2019)," Research Policy, Elsevier, vol. 50(7).
    5. Marek Nowacki & Yash Chawla & Joanna Kowalczyk-Anioł, 2021. "What Drives the Eco-Friendly Tourist Destination Choice? The Indian Perspective," Energies, MDPI, vol. 14(19), pages 1-16, September.

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    More about this item

    Keywords

    smart metering; knowledge; marketing platforms; communication channels; social media; diffusion; on-line questionnaire;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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