عنوان انگلیسی مقاله:

Social marketing strategies for renewable energy transitions

ترجمه عنوان مقاله: استراتژی های بازاریابی اجتماعی برای انتقال انرژی های تجدید پذیر

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

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 transition, Energy efficiency

مقدمه مقاله

Transitions to renewable energy continue to attract academic attention (see, for example, Araújo, 2014; Markard, Raven & Truffer, 2012). Energy transitions represent a shift in socio-technical systems (Geels, 2004), where this shift unfolds over a long time-span and requires far-reaching changes along different dimensions including technological, organisational, political, economic and socio-cultural (Markard et al., 2012). Although there are many ways to define the concept, an energy transition is defined in the current work as a long term structural change of energy systems (incorporat-ing generation, distribution and use) from a fossil fuel based to arenewable energy-based system . Furthermore, consistent with gov-ernment policy in many countries, renewable energy is defined as energy that is obtained from natural resources, such as solar or wind, that are continually replenished (Australian Renewable Energy Agency,undated). Internationally, the growth of renewable energy in 2015, at 8.3 per cent, is claimed to be the highest on record, which re-flects the significant growth in capacity over the last five years (International Renewable Energy Agency, 2015).

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