Renewable energy; tapping and typing the citizen's mind

摘要

Purpose – The purpose of this paper is to gain an understanding of consumer preferences and mind-set regarding the transition to using renewable energy. Design/methodology/approach – The approach taken is an experimental design of messaging (conjoint analysis). Findings – The study uncovered different segments of individuals, with different mind-sets, needing different types of messaging. Results show what marketing messages might best work to interest consumers in the transition to renewable energy. The study revealed two different mind-set segments among respondents. The first segment comprised residents who preferred a gradual transition toward using 80 percent renewable energy, and 20 percent conventional energy, with no specific transition time span, and with no tax increases. The second segment comprised residents who preferred a five year, fixed-time plan for the conversion to renewable energy sources (RES), along with service plans, and an accompanying “money back” guarantee. Research limitations/implications – The study did not include the testing of pricing elements to the messaging about the transition to “green” process. Thus, insights concerning the interaction of financial concerns with mind-sets in the transition to “green” are yet to be studied. Practical implications – After identifying the segment to which each individual belongs, data permit the creation of a “typing tool” to identify segment membership, thus allowing more targeted and effective messaging when building awareness and demand for green power. Originality/value – This is a pioneering study that looks at the “mind” of the customer, to investigate how different ideas and messaging drive the consumer's comfort level regarding the use of RES, and the future of their energy consumption and transitional needs. This is a multi-disciplinary study incorporating public policy and marketing together with practical application.