This study extends energy conservation research by analyzing the perceptions and actions of both energy consumers and energy producers. Survey findings indicate key differences in consumers’ and producers’ cross perceptions as well as discrepancies between consumers’ attitudes and behavior. Implications for energy marketers are discussed.
CITATION STYLE
Robinson, R. K., Murphy, P. E., & Laczniak, G. R. (2016). The Energy Problem: Consumers’ and Utilities’ Views with Marketing Implications. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 276–279). Springer Nature. https://doi.org/10.1007/978-3-319-16934-7_66
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