Delivering affordable clean energy to consumers

IF 9.5 1区 管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2024-02-05 DOI:10.1007/s11747-024-01003-2
Praveen K. Kopalle, Jesse Burkhardt, Kenneth Gillingham, Lauren S. Grewal, Nailya Ordabayeva
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Abstract

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.

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为消费者提供负担得起的清洁能源
我们开发了一个以营销为中心的框架,通过利用营销 4P,鼓励信息在企业和消费者之间双向流动,从而向消费者提供负担得起的清洁能源。我们采用多种方法(包括消费者调查、现场实验和去碳化模拟)来测试该框架的各个方面,我们的研究结果表明需要一个 "全系统 "的解决方案。具体来说,我们研究了消费者对 4 Ps 中多个杠杆的反应,展示了自动化解决方案和动态电价相结合对行为的实际影响,并研究了动态电价和自动化在过渡到 100% 清洁电力中的作用。我们认为,有一些方法可以实现经济实惠的 100% 清洁能源,许多消费者都会采用。最后,我们提出了一系列研究问题,探讨 4 P 的其他方面,以促进清洁能源解决方案的广泛采用。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
期刊介绍: JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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