Who puts the most energy into energy conservation? A segmentation of energy consumers based on energy-related behavioral characteristics

Sütterlin, Bernadette; Brunner, Thomas; Siegrist, Michael (2011). Who puts the most energy into energy conservation? A segmentation of energy consumers based on energy-related behavioral characteristics Energy Policy, 39(12), pp. 8137-8152. Elsevier 10.1016/j.enpol.2011.10.008

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The present paper aims to identify and describe different types of energy consumers in a more comprehensive way than previous segmentation studies using cluster analysis. Energy consumers were segmented based on their energy-related behavioral characteristics. In addition to purchase- and curtailment-related energy-saving behavior, consumer classification was also based on acceptance of policy measures and energy-related psychosocial factors, so the used behavioral segmentation base was more comprehensive compared to other studies. Furthermore, differentiation between the energy-saving purchase of daily products, such as food, and of energy efficient appliances allowed a more differentiated characterization of the energy consumer segments. The cluster analysis revealed six energy consumer segments: the idealistic, the selfless inconsequent, the thrifty, the materialistic, the convenience-oriented indifferent, and the problem-aware well-being-oriented energy consumer. Findings emphasize that using a broader and more distinct behavioral base is crucial for an adequate and differentiated description of energy consumer types. The paper concludes by highlighting the most promising energy consumer segments and discussing possible segment-specific marketing and policy strategies.

Item Type:	Journal Article (Original Article)
Division/Institute:	School of Agricultural, Forest and Food Sciences HAFL > Consumer-focused Food Production
Name:	Sütterlin, Bernadette; Brunner, Thomas0000-0002-6770-6548 and Siegrist, Michael
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
ISSN:	03014215
Publisher:	Elsevier
Language:	English
Submitter:	Thomas Brunner
Date Deposited:	05 May 2020 13:00
Last Modified:	25 Sep 2021 02:18
Publisher DOI:	10.1016/j.enpol.2011.10.008
Uncontrolled Keywords:	Energy conservation, Consumer segmentation, Switzerland
ARBOR DOI:	10.24451/arbor.11689
URI:	https://arbor.bfh.ch/id/eprint/11689