2015 | OriginalPaper | Chapter
An Examination of the Decision Process Leading to Energy Conservation
Author : Kent L. Granzin
Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Increasingly, government, corporate, and independent organizations are seeking to advance the practice of energy conservation. Their efforts to promote energy-saving behavior may be seen as marketing programs to move consumers of energy from a state of being unaware of the need for conservation, through a sequence of intermediate states in a cognitive decision process, to an output stage of having selected a set of energy-saving behavior alternatives.