Using Social Marketing Principles to Describe Local Isfahan Managers' Attitude about Using New Energy Resources

摘要

Objective: Though rich in oil and gas, Iran, like many other countries in Middle East, increasingly recognizes the need to diversify energy sources, to ensure security of supplies and provide for more consistent energy costs. Renewable energies (e.g. wind, solar and geothermal) are realistic options without the environmental impacts of conventional fuels. Developing and using of this renewable resources and changing energy policy, was under the influence of managers' Attitudes and consequently their support of this strategy. The purpose of this paper at first is to understand managers' values about the new energy resources, and then to analyze the impact of social marketing mix on Managers' feelings. Methods: The paper employed structural equation modeling (SEM) to investigate the relationship between the social marketing and Attitude. Required data were collected from local managers in Isfahan by questionnaire method. For Data gathering and analyzing mixed (qualitative and quantitative) Methods are used. Results: findings show that managers' Attitudes towards new energy resources were positive. Also, the current social marketing mix (e.g. product, price, place, promotion, people and policy) of new energy centers are suitable. As another result, managers' Attitudes cannot influence on the social marketing mix. Conclusion: The paper recommends the integration of principles of social marketing in community programs aimed at dealing with environmental issue. In particular, it suggests identification of competing groups in the community, construction of specific programs for different segments, addressing the no-monetary prices that the change may incur on the different groups, location of appropriate places for distribution of messages, using supportive laws, indentifying people views and using TV media and Internet services as well as public means of communication and promotion.