Biomass residential heating: semantic structure and implications for advertising

Adee Athiyaman

Studies in Agricultural Economics, 2015, vol. 117, issue 01, 4

Abstract: For a business, knowing current stakeholder product knowledge is essential to influencing behaviour. What do consumers think and feel about biomass residential heating? An assessment of consumers’ semantic structure about a biomass residential heating product: pellet stove/furnace, reveals that consumers perceive the product as natural but laborious to maintain, and dirty/smelly. An exploratory analysis of the industry’s marketing communications suggests that the industry is not addressing the ‘ease-of-use’ issue.

Keywords: Consumer/Household Economics; Institutional and Behavioral Economics; Marketing; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ags:stagec:206117

DOI: 10.22004/ag.econ.206117

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