Social marketing strategies for renewable energy transitions

This document is the Accepted Manuscript version of the following article: Lynne Eagle, Amy Osmond, Breda McCarthy, David Low, and Hayden Lesbirel, ‘Social marketing strategies for renewable energy transitions’, Australasian Marketing Journal Vol. 25 (2): 141-148, May 2017. Under embargo until 12 November 2018. The final, definitive version of this paper is available online at doi: https://doi.org/10.1016/j.ausmj.2017.04.006.Transitions to more sustainable energy systems are increasingly required to address the problem of climate change. Different stakeholder groups, however, may not share the same level of acceptability for an increase in renewable energy. This paper examines energy consumers' attitudes towards energy issues, their use of renewable energy in the home and constraints to energy conservation. Respondent-completed questionnaires from 325 people reveal strong support for renewable energy and a belief in human-induced climate change. A multitude of obstacles to energy-efficient practices are revealed by the survey. The paper also explores the role of social marketing in prompting behavioural change and encouraging a transition to renewable energy. Policy makers can utilise these findings to accelerate the transition to renewable energy and build capacity among residents.Peer reviewedFinal Accepted Versio