Social marketing strategies for renewable energy transitions

Lynne Eagle, Amy Osmond, Breda McCarthy, David Low, Hayden Lesbirel

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Transitions to more sustainable energy systems are increasingly required to address the problem of climate change. Different stakeholder groups, however, may not share the same level of acceptability for an increase in renewable energy. This paper examines energy consumers' attitudes towards energy issues, their use of renewable energy in the home and constraints to energy conservation. Respondent-completed questionnaires from 325 people reveal strong support for renewable energy and a belief in human-induced climate change. A multitude of obstacles to energy-efficient practices are revealed by the survey. The paper also explores the role of social marketing in prompting behavioural change and encouraging a transition to renewable energy. Policy makers can utilise these findings to accelerate the transition to renewable energy and build capacity among residents.

Original languageEnglish
Pages (from-to)141-148
Number of pages8
JournalAustralasian Marketing Journal
Volume25
Issue number2
Early online date12 May 2017
DOIs
Publication statusPublished - May 2017
Externally publishedYes

Fingerprint

Renewable energy
Marketing strategy
Social marketing
Energy
Climate change
Stakeholders
Energy conservation
Politicians
Residents
Consumer attitudes
Energy systems
Behavioural change
Sustainable energy
Questionnaire
Acceptability

Cite this

Eagle, Lynne ; Osmond, Amy ; McCarthy, Breda ; Low, David ; Lesbirel, Hayden. / Social marketing strategies for renewable energy transitions. In: Australasian Marketing Journal. 2017 ; Vol. 25, No. 2. pp. 141-148.
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Social marketing strategies for renewable energy transitions. / Eagle, Lynne; Osmond, Amy; McCarthy, Breda; Low, David; Lesbirel, Hayden.

In: Australasian Marketing Journal, Vol. 25, No. 2, 05.2017, p. 141-148.

Research output: Contribution to journalArticleResearchpeer-review

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