Abstract
This paper presents a survey study with 1,444 low-income older residents in regional NSW, Australia exploring their value perceptions towards using energy efficiently, as an approach to segmentation in social marketing. The study theorises that insight regarding the perceived functional, economic, emotional, social, and ecological
value of using energy efficiency by participants can be used to segment, target and position social marketing programme activities to facilitate energy efficient behaviour(s). Latent class analysis was conducted on the participant sample, and identified seven distinct latent classes: frugal eco warriors, value opportunists, greenies, indecisive, apathetic independent spendthrifts, independents, and
ambivalent ecologists. Each of these distinct latent classes displayed particular orientations with respect to value of using energy efficiently. This analysis presents new insights for social marketers from an appreciation of how different groups frame value in energy efficiency practices. The relevance and utility of using value theory as a social marketing segmentation approach offers academics and policy makers new insights to focusing on value as means for addressing energy efficiency.
Original language | English |
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Title of host publication | World Social Marketing Conference Sydney 2015 |
Subtitle of host publication | proceedings book |
Place of Publication | Sydney |
Publisher | Fuse Events Ltd |
Pages | 26-29 |
Number of pages | 4 |
ISBN (Print) | 9780957683013 |
Publication status | Published - 2015 |
Event | World Social Marketing Conference - Sydney, Australia Duration: 19 Apr 2015 → 21 Apr 2015 |
Conference
Conference | World Social Marketing Conference |
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Country/Territory | Australia |
City | Sydney |
Period | 19/04/15 → 21/04/15 |
Keywords
- segmentation
- latent class analysis
- energy efficiency
- sustainability