University of Hertfordshire

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Social marketing strategies for renewable energy transitions

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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, 30.05.2017, p. 141-148.

Research output: Contribution to journalArticlepeer-review

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Author

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.

Bibtex

@article{22c4267ee7c740e6a2d22bcb3c95f394,
title = "Social marketing strategies for renewable energy transitions",
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.",
keywords = "Social marketing, renewable energy, environmental attitudes, energy transitions, energy efficiency",
author = "Lynne Eagle and Amy Osmond and Breda McCarthy and David Low and Hayden Lesbirel",
note = "This document is the Accepted Manuscript version of the following article: Lynne Eagle, Amy Osmond, Breda McCarthy, David Low, and Hayden Lesbirel, {\textquoteleft}Social marketing strategies for renewable energy transitions{\textquoteright}, Australasian Marketing Journal Vol. 25 (2): 141-148, May 2017. Under embargo until 12 November 2018. The final, definitive version of this paper is available online at doi: https://doi.org/10.1016/j.ausmj.2017.04.006. ",
year = "2017",
month = may,
day = "30",
doi = "10.1016/j.ausmj.2017.04.006",
language = "English",
volume = "25",
pages = "141--148",
journal = "Australasian Marketing Journal",
issn = "1441-3582",
publisher = "Elsevier BV",
number = "2",

}

RIS

TY - JOUR

T1 - Social marketing strategies for renewable energy transitions

AU - Eagle, Lynne

AU - Osmond, Amy

AU - McCarthy, Breda

AU - Low, David

AU - Lesbirel, Hayden

N1 - This document is the Accepted Manuscript version of the following article: Lynne Eagle, Amy Osmond, Breda McCarthy, David Low, and Hayden Lesbirel, ‘Social marketing strategies for renewable energy transitions’, Australasian Marketing Journal Vol. 25 (2): 141-148, May 2017. Under embargo until 12 November 2018. The final, definitive version of this paper is available online at doi: https://doi.org/10.1016/j.ausmj.2017.04.006.

PY - 2017/5/30

Y1 - 2017/5/30

N2 - 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.

AB - 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.

KW - Social marketing

KW - renewable energy

KW - environmental attitudes

KW - energy transitions

KW - energy efficiency

U2 - 10.1016/j.ausmj.2017.04.006

DO - 10.1016/j.ausmj.2017.04.006

M3 - Article

VL - 25

SP - 141

EP - 148

JO - Australasian Marketing Journal

JF - Australasian Marketing Journal

SN - 1441-3582

IS - 2

ER -