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

K. K. Sanitha () and V. S. Viswanath
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K. K. Sanitha: Sreenarayanaguru Open University, Department of Business Studies
V. S. Viswanath: AGM, Tata Consultancy Services (TCS)

A chapter in Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025), 2025, pp 389-402 from Springer

Abstract: 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.

Keywords: Social Marketing Strategies; Energy Conservation Behaviour; Solar Energy Adoption; Electrical Safety Awareness; Structural Equation Modelling; Household Energy Use; Behavioural Change; Theory of Planned Behaviour (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-896-7_20

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DOI: 10.2991/978-94-6463-896-7_20

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