Identifying and Understanding the Energy Conservation Consumer: A Macromarketing Systems Approach

Abstract

This article examines the issue of consumer participation in energy conservation programs. A macromarketing systems framework is used to examine the complex problem of consumer response to these programs. Research propositions are derived based on the framework suggested by Costanzo and others (1986). The results indicate that energy conservation is related to several social structure elements. The findings can be used to develop more effective marketplace interventions of this type in the future.