Buy solar, get cashback: do consumer subsidies described as promotions influence electricity choices?

ABSTRACT:

Introduction

Most countries want to make the transition to increased or even exclusive use of renewable energy. To achieve this goal, how can individuals be persuaded to use more renewable electricity? For example, does the way energy companies communicate so-called consumer subsidies matter in this regard, and if so, which communication strategy is best? For example, is a monetary promotion (e.g., cashback) better than a non-monetary one (e.g., gift)?

Methods

In a total of four studies (with a total of more than 1700 participants), we investigated what type of promotion most influenced the choice of a renewable energy product, varying, for example, the environmental friendliness of the renewable energy product.

Results

The monetary promotion (e.g., get $35 back throu

SUBMITTER: Kuhne SJ 

PROVIDER: S-EPMC10582937 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature