The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market
Flores Sandoval, Miguel and Waddams Price, Catherine (2018) The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market The Energy Journal, 39 (4). pp. 153-179.
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Abstract
We examine characteristics associated with consumer (dis)engagement in the residential electricity market, a topic of increasing policy interest and intervention, introducing consumer attitudes and marketing recall as new factors. General attitudes are closely associated with electricity market activity, with considerable variation in the strength and statistical significance of these relationships, indicating very different motivations amongst consumers. Recall of direct marketing routes has little identifiable effect, while advice of family and friends is influential. We identify implications for communication by both suppliers and policy makers seeking to improve the functioning of such markets, including the necessity for a variety of approaches.
Item Type: | Article | |||||||||
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Divisions : | Faculty of Arts and Social Sciences > School of Economics | |||||||||
Authors : |
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Date : | 2018 | |||||||||
Funders : | Economic and Social Research Council (ESRC) | |||||||||
DOI : | 10.5547/01956574.39.4.mflo | |||||||||
Copyright Disclaimer : | Copyright © 2018 by the IAEE. All rights reserved. | |||||||||
Uncontrolled Keywords : | Switching Behaviour; Electricity Market; Competition Policy | |||||||||
Depositing User : | Clive Harris | |||||||||
Date Deposited : | 05 Apr 2018 13:59 | |||||||||
Last Modified : | 11 Dec 2018 11:24 | |||||||||
URI: | http://epubs.surrey.ac.uk/id/eprint/846120 |
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