Constraints on sustainable energy consumption: marketing and public policy challenges and opportunities

Melea Press, Eric J Arnould

Research output: Contribution to journalArticle

64 Citations (Scopus)

Abstract

The purpose of this essay is to identify factors that constrain customers' ability to engage in sustainable energy consumption, conceived of as a consumption practice that reduces the moral hazards associated with fossil fuel overconsumption. The authors outline some marketing policy and consumer research issues related to the market system and identify four constraints to sustainable energy consumption: policies and regulation, product accessibility and availability, pricing, and customer knowledge. This topic is important because of changes in the macro context of energy consumption—namely, the growing recognition of a fundamentally resource-constrained environment and the increased salience of various global commons effects to customers. The authors conclude with directions for further research.
Original languageEnglish
Pages (from-to)102-113
Number of pages12
JournalJournal of Public Policy and Marketing
Volume28
Issue number1
DOIs
Publication statusPublished - 1 May 2009

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