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| DOI | 10.1007/s11747-024-01003-2 |
| Delivering affordable clean energy to consumers | |
| 发表日期 | 2024 |
| ISSN | 0092-0703 |
| EISSN | 1552-7824 |
| 英文摘要 | We develop a marketing-centric framework for delivering affordable, clean energy to consumers by leveraging the marketing 4 Ps to encourage a bi-directional flow of information between firms and consumers. Using a multimethod approach that covers a consumer survey, field experiment, and a decarbonization simulation to test the various aspects of the framework, our findings point to the need for a system-wide solution. Specifically, we examine consumer responsiveness to multiple levers within the 4 Ps, showcase the real effects of a combination of an automated solution and dynamic electricity pricing on behavior, and examine the role of dynamic prices and automation in transitioning to 100% clean electricity. We argue that there are ways to achieve affordable, 100% clean energy that many consumers will adopt. We conclude with a set of research questions examining additional aspects of the 4 Ps that can be leveraged to facilitate the wide-spread adoption of clean energy solutions. |
| 英文关键词 | Climate Change; Energy Transition; 4 Ps |
| 语种 | 英语 |
| WOS研究方向 | Business & Economics |
| WOS类目 | Business |
| WOS记录号 | WOS:001156356000001 |
| 来源期刊 | JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
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| 文献类型 | 期刊论文 |
| 条目标识符 | http://gcip.llas.ac.cn/handle/2XKMVOVA/291789 |
| 作者单位 | Dartmouth College; Colorado State University; Yale University |
| 推荐引用方式 GB/T 7714 | . Delivering affordable clean energy to consumers[J],2024. |
| APA | (2024).Delivering affordable clean energy to consumers.JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. |
| MLA | "Delivering affordable clean energy to consumers".JOURNAL OF THE ACADEMY OF MARKETING SCIENCE (2024). |
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