Environmental responsibility and buying behaviour of consumers in the electricity industry
Stjernvall, Edward (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112431572
https://urn.fi/URN:NBN:fi:amk-2023112431572
Tiivistelmä
This bachelor’s thesis aims to explore the relationship between consumer perceptions of various electricity generation methods in terms of environmental responsibility and the preferences in buying behaviour it creates. More specifically, the focus was on how consumers views on different electricity generation methods might affect their purchasing in the electricity marketplace.
The theory section focuses on prevalent electricity generation methods, such as nuclear, wind, solar, hydro, biomass, and fossil fuels. It explores their production processes, environmental implications, and current consumer perceptions. Additionally, the theory also delves into models of buying behaviour, and how they might apply to electricity as a product.
The research employed is a quantitative approach, surveying young adult consumers between the ages of 18 and 35 across diverse geographical backgrounds. The survey was distributed on social media, gathering a total of 53 responses, of which 47 were used for the final analysis.
The gathered data suggested a distinct preference for renewable and clean energies. The perceived environmental responsibility of an electricity generation method had an impact on buying behaviour. However, price remained the largest determining factor for purchase decisions.
The key findings and recommendations of this study could help energy companies aiming to refine their marketing strategies, to better connect with potential customers and align their offerings with consumer needs.
The theory section focuses on prevalent electricity generation methods, such as nuclear, wind, solar, hydro, biomass, and fossil fuels. It explores their production processes, environmental implications, and current consumer perceptions. Additionally, the theory also delves into models of buying behaviour, and how they might apply to electricity as a product.
The research employed is a quantitative approach, surveying young adult consumers between the ages of 18 and 35 across diverse geographical backgrounds. The survey was distributed on social media, gathering a total of 53 responses, of which 47 were used for the final analysis.
The gathered data suggested a distinct preference for renewable and clean energies. The perceived environmental responsibility of an electricity generation method had an impact on buying behaviour. However, price remained the largest determining factor for purchase decisions.
The key findings and recommendations of this study could help energy companies aiming to refine their marketing strategies, to better connect with potential customers and align their offerings with consumer needs.