faculty: "FEB" and publication year: "2011"
| Author||A. Kralova|
|Title||The role of energy sector and other related institutions in mobilizing energy-saving behaviour of households: strategic and marketing perspective on development of the market for sustainable energy consumption|
|Supervisors||J. M. Pinkse, M. van der Veen|
|Faculty||Faculty of Economics and Business|
|Abstract||Energy efficiency has been introduced by major global organizations and is strongly encouraged by the European Union and individual countries as a way towards alleviating the challenges of climate change. The interventions are required on every level of society, including governments, businesses and even individual consumers. Consequently, this thesis research focuses on retail energy consumers and the potential of this market to improve the household energy efficiency.|
More specifically, the research aims to answer the main research question: “Why and how do the energy companies and related organizations stimulate energy-saving behaviour and contribute to sustainable energy consumption of households?” Thus, the objective is to study the business perspective on stimulating energy-efficient activities of households, especially exploring the role of energy providers and other stakeholders in mobilizing behavioural change. This research was conducted as an explorative case study, based on collecting and analyzing qualitative information about various institutions related to the issue of household energy efficiency.
The main conclusions from research findings put forward the most effective strategies for stimulation of behavioural change in household energy consumption. More specifically, the emphasis of such initiatives should be on providing locally relevant and consumer-specific services. These need to be focused on raising consumer awareness through information and feedback, providing real-time information via energy display and smart technology. Moreover, in combination with continuous communication of benefits and highlighting economic incentives of energy-efficient behaviour, the initiatives are expected to gain the interest of consumers and achieve desired behavioural change. Additionally, partnerships and cooperation between different actors were recognized as very important in using specific knowledge and unique position of the partners, combining resources and increasing the effect of consumer-oriented projects.
Consequently, the paper recommends that companies involved in household energy consumption and behaviour will pay greater attention to empowering the consumers by providing relevant and specific information and tools for self-regulation of energy consumption. This strategy is suggested to be accompanied by interesting economic incentives, appealing psychological and social motivation and clear benefits, such as a lower energy bill and comfort. The role of mutual partnerships in successful realization of such projects can be crucial.
|Document type|| scriptie master|
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