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

Rasa SmaliukienÄ— (), Rasa SmaliukienÄ— () and Salvatore Monni
Additional contact information
Rasa SmaliukienÄ—: Vilnius Gediminas Technical University, Lithuania
Rasa Smaliukienė: General Jonas Žemaitis Military Academy of Lithuania, Lithuania

Insights into Regional Development, 2019, vol. 1, issue 1, 19-32

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.

Keywords: energy transition; renewable energy sources; household; social marketing; communication campain (search for similar items in EconPapers)
JEL-codes: D83 M30 O10 P48 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://jssidoi.org/ird/uploads/articles/1/Smaliuk ... nergy_transition.pdf (application/pdf)
https://jssidoi.org/ird/article/3 (text/html)

Related works:
Working Paper: A step-by-step approach to social marketing in energy transition (2019)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouird:v:1:y:2019:i:1:p:19-32

DOI: 10.9770/ird.2019.1.1(2)

Access Statistics for this article

Insights into Regional Development is currently edited by Manuela Tvaronaviciene

More articles in Insights into Regional Development from VsI Entrepreneurship and Sustainability Center
Bibliographic data for series maintained by Manuela Tvaronaviciene ().