Delivering affordable clean energy to consumers

Praveen K. Kopalle, Jesse Burkhardt, Kenneth Gillingham, Lauren S. Grewal, Nailya Ordabayeva

Journal of the Academy of Marketing Science · 2024 · Volume 52 · Issue 5

Abstract

We develop a marketing-centric framework for delivering affordable, clean energy to consumers by leveraging the marketing 4 Ps to encourage a bi-directional flow of information between firms and consumers. Using a multimethod approach that covers a consumer survey, field experiment, and a decarbonization simulation to test the various aspects of the framework, our findings point to the need for a “system-wide” solution. Specifically, we examine consumer responsiveness to multiple levers within the 4 Ps, showcase the real effects of a combination of an automated solution and dynamic electricity pricing on behavior, and examine the role of dynamic prices and automation in transitioning to 100% clean electricity. We argue that there are ways to achieve affordable, 100% clean energy that many consumers will adopt. We conclude with a set of research questions examining additional aspects of the 4 Ps that can be leveraged to facilitate the wide-spread adoption of clean energy solutions.

Keywords

Climate Change, Energy Transition, 4 Ps

Enable JavaScript for citation tools and additional paper interactions.