Analysing consumer preferences, characteristics, and behaviour to identify energy-efficient consumers

Dolšak, Janez (author), Hrovatin, Nevenka (author), Zorić, Jelena (author)

This paper investigates preference heterogeneity among Slovenian energy consumers and attempts to ascertain how different consumer groups value various attributes of energy products and services. More specifically, it aims to establish whether a consumer segment can be identified that shows a preference for additional energy services—in particular services, associated with energy-efficient and green behaviour. A latent class analysis is employed to classify consumers on the basis of their preferences for energy services. Additionally, information about their attitudes and behaviour toward green energy and energy efficiency, energy consumption, and usage of energy services together with socio-economic characteristics is used in the latent class regression to explain differences between latent consumer classes. Three classes are identified: the largest class of regular consumers, energy-efficient consumers, and dissatisfied consumers. In contrast to regular and dissatisfied consumers, energy-efficient consumers show a significantly higher interest in additional services, energy efficiency, and green energy. In line with the found heterogeneity of consumer preferences, suppliers should customise marketing strategies to meet the needs of specific segments. Energy policymakers also need to pay more attention to consumer heterogeneity and behavioural changes to increase the effectiveness of energy efficiency policies.

• Language: English
• Keywords: electricity, consumer behaviour, sustainable development, energy efficiency, residential energy market, consumer preference heterogeneity
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2020
• Number of pages: 19 str.
• Numbering: Vol. 12, iss. 23, art. 9870
• PID: 20.500.12556/RUL-124372
• UDC: 338.48
• ISSN on article: 2071-1050
• DOI: 10.3390/su12239870
• COBISS.SI-ID: 43350019
• Publication date in RUL: 19.01.2021

Record is a part of a journal

• Title: Sustainability
• Shortened title: Sustainability
• Publisher: MDPI
• ISSN: 2071-1050
• COBISS.SI-ID: 5324897

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
• Licensing start date: 01.12.2020

Secondary language

• Language: Slovenian
• Keywords: električna energija, vedenje potrošnikov, trajnostni razvoj

Projects

• Funder: ARRS - Slovenian Research Agency
• Project number: P5-0117
• Name: Trajnostna konkurenčnost slovenskega gospodarstva v evropskem in globalnem okviru