Constraints on Sustainable Energy Consumption: Market System and Public Policy Challenges and Opportunities

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 consum...

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Bibliographic Details
Published inJournal of public policy & marketing Vol. 28; no. 1; pp. 102 - 113
Main Authors Press, Melea, Arnould, Eric J.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.04.2009
SAGE PUBLICATIONS, INC
Subjects
Consumer behavior
Consumer research
Ecological sustainability
Energy
Energy consumption
Environmental policy
Essays and Commentaries
Fossil fuels
Household appliances
Marketing
Public policy
Renewable energy
Renewable energy policy
Studies
Sustainability
Sustainable products
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Summary: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.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.28.1.102