Harnessing the Power of Social Marketing: Driving Sustainable Energy Behaviours

Abstract

Addressing the growing concerns over energy consumption and its environmental impact, this study aims to evaluate the effect of social marketing initiatives on energy-related behaviours among domestic consumers. The focus of the research is threefold - to assess the impact of social marketing on energy conservation practices, safety measures in electricity usage, and the level of knowledge about solar energy utilization. By developing and validating a conceptual model, the study explores the relationship between social marketing interventions and the energy-use behaviours of the public. The analysis utilizes structural equation modelling techniques based on data collected through a structured questionnaire distributed to a diverse set of respondents. The findings of this research provide valuable insights to guide managers and organizations in designing more effective promotional plans to drive sustainable energy practices among households.