Segmentación de clientes potenciales de sistemas de energías renovables

  1. Elena Higueras-Castillo
  2. Francisco Muñoz- Leiva
  3. Inmaculada García-Maroto
  4. Francisco José Liébana-Cabanillas
Revista:
Revista de estudios regionales

ISSN: 0213-7585

Any de publicació: 2021

Número: 121

Pàgines: 43-70

Tipus: Article

DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Revista de estudios regionales

Resum

The study aims to analyse the determining factors related to the adoption of new forms of electricity production from renewable sources at the residential level. It configures a fundamental aspect both in terms of energy saving policies for the central or autonomous government, and in commercial aspects for companies that commercialize this type of services among users or consumers. Therefore, it focuses on analysing the variables that influence the intention to use renewable energy systems at residential level, as well as on identifying the profile of users according to different socio-demographic variables (gender, age, income level, number of family members, residential area) and behavioural variables (activism, energy saving, prior knowledge and attitude).

Referències bibliogràfiques

  • ABELIOTIS, K., KONIARI, C., & SARDIANOU, E. (2010): “The profile of the green consumer in Greece”. International Journal of Consumer Studies, 34(2), 153-160.
  • APPA (2017): “Estudio del Impacto Macroeconómico de las Energías Renovables en España”. Asociación de Empresas de Energías Renovables. Disponible en Web: https://www. appa.es/wp-content/uploads/2018/10/Estudio_del_impacto_Macroeconomico_de_las_ energias_renovables_en_Espa%C3%B1a_2017.pdf
  • ABDULLAH, S., & MARIEL, P. (2010): “Choice experiment study on the willingness to pay to improve electricity services”. Energy Policy, 38(8), 4570-4581.
  • AMELI, N., & BRANDT, N. (2015): “Determinants of households’ investment in energy efficiency and renewables: evidence from the OECD survey on household environmental behaviour and attitudes”. Environmental Research Letters, 10(4), 044015
  • BADII, M. H., GUILLEN, A., ABREU, J. L., & UANL, S. N. D. L. G. (2016): “Energías Renovables y Conservación de Energía (Renewable Energies and Energy Conservation”. Daena: International Journal of Good Conscience, 11(1), 141-155.
  • BAMBERG, S. (2003): “How does environmental concern influence specific environmentally related behaviors? A new answer to an old question“. Journal of environmental psychology, 23(1), 21-32. Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of consumer research, 13(1), 119-126.
  • BASHIRI, A., & ALIZADEH, S. H. (2017): “The analysis of demographics, environmental and knowledge factors affecting prospective residential PV system adoption: A study in Tehran”. Renewable and Sustainable Energy Reviews.
  • BATLEY, S. L., COLBOURNE, D., FLEMING, P. D., & URWIN, P. (2001): „Citizen versus consumer: challenges in the UK green power market“. Energy policy, 29(6), 479-487.
  • BEKELE, W., & DRAKE, L. (2003): “Soil and water conservation decision behavior of subsistence farmers in the Eastern Highlands of Ethiopia: a case study of the Hunde-Lafto area”. Ecological economics, 46(3), 437-451.
  • BERGMANN, A., COLOMBO, S., & HANLEY, N. (2008): “Rural versus urban preferences for renewable energy developments”. Ecological economics, 65(3), 616-625.
  • BERGMANN, A., HANLEY, N., & WRIGHT, R. (2006): “Valuing the attributes of renewable energy investments”. Energy policy, 34(9), 1004-1014.
  • BRIGUGLIO, M., & FORMOSA, G. (2017): “When households go solar: Determinants of uptake of a Photovoltaic Scheme and policy insights”. Energy Policy, 108, 154-162.
  • BRUNER, G. C. (2009): “Marketing Scales Handbook: A compilation of multi-item measures for consumer behavior & advertising research. v 5”. GCBII Productions. CHEN, B., & SINTOV, N. (2016): “Bridging the gap between sustainable technology adoption and protecting natural resources: Predicting intentions to adopt energy management technologies in California”. Energy Research & Social Science, 22, 210-223.
  • COFFMAN, M., WEE, S., BONHAM, C., & SALIM, G. (2016): “A policy analysis of Hawaii’s solar tax credit”. Renewable Energy, 85, 1036-1043.
  • DIAZ‐RAINEY, I., & ASHTON, J. K. (2011): “Profiling potential green electricity tariff adopters: green consumerism as an environmental policy tool?” Business Strategy and the Environment, 20(7), 456-470.
  • DÜRR, H. P. (1994): “Sustainable, equitable economics. The personal energy Budget”. The world at the crossroads: Towards a sustainable, equitable and liveable world, 39-57.
  • EK, K. (2005): “Public and private attitudes towards “green” electricity: the case of Swedish wind power”. Energy policy, 33(13), 1677-1689. ESPAÑA. ORDEN IET/1045/2014, de 16 de junio. Boletín Oficial del Estado, 20 de junio de 2014, núm. 150, p. 46430.
  • ESPAÑA. REAL DECRETO 413/2014, de 6 de junio. Boletín Oficial del Estado, 10 de junio de 2014, núm. 140, p. 43876.
  • EUROSTAT (2016): “Energy dependence by product. % of imports in total energy consumtion”. Disponible en Web: https://ec.europa.eu/eurostat/tgm/refreshTableAction.do?tab=table& plugin=1&pcode=sdg_07_50&language=en GARCÍA-MAROTO, I., MUÑOZ-LEIVA, F., HIGUERAS-CASTILLO, E., & LIÉBANA-CABANILLAS, F. (2019): “The main determinants of adopting domestic biomass heating systems: An integrated model”, Sustainability Accounting, Management and Policy Journal, in press, 1-35.
  • GARCÍA-MAROTO, I., GARCÍA-MARAVER, A., MUÑOZ-LEIVA, F., & ZAMORANO, M. (2015): “Consumer knowledge, information sources used and predisposition towards the adoption of wood pellets in domestic heating systems”. Renewable & Sustainable Energy Reviews, 43, 207-215.
  • GATERSLEBEN, B., STEG, L., & VLEK, C. (2002): “Measurement and determinants of environmentally significant consumer behavior”. Environment and behavior, 34(3), 335-362.
  • GERPOTT, T. J., & MAHMUDOVA, I. (2010a): “Determinants of price mark‐up tolerance for green electricity–lessons for environmental marketing strategies from a study of residential electricity customers in Germany”. Business strategy and the environment, 19(5), 304-318.
  • GERPOTT, T. J., & MAHMUDOVA, I. (2010b): “Determinants of green electricity adoption among residential customers in Germany”. International Journal of Consumer Studies, 34(4), 464-473.
  • GOSSLING, S., KUNKEL, T., SCHUMACHER, K., HECK, N., BIRKEMEYER, J., FROESE, J., ... & SCHLIERMANN, E. (2005): “A target group-specific approach to “green” power retailing: students as consumers of renewable energy“. Renewable and Sustainable Energy Reviews, 9(1), 69-83.
  • GRAZIANO, M., & ATKINSON, C. (2014): “The Influence of Spatial Setting and Socioeconomic Profile in Urban Areas in the Diffusion of Residential Photovoltaic Systems”. Social Science Research Network Rochester, NY.
  • GRAZIANO, M., FIASCHETTI, M., & ATKINSON-PALOMBO, C. (2019): “Peer effects in the adoption of solar energy technologies in the United States: An urban case study”. Energy research & social science, 48, 75-84.
  • HA, H. Y., & JANDA, S. (2012): “Predicting consumer intentions to purchase energy-efficient products”. Journal of Consumer Marketing, 29(7), 461-469.
  • HIGUERAS-CASTILLO, E., LIÉBANA-CABANILLAS, F. J., MUÑOZ-LEIVA, F., & MOLINILLO, S. (2019): “The role of collectivism in modeling the adoption of renewable energies: a cross- cultural approach”. International Journal of Environmental Science and Technology, 16(4), 2143-2160.
  • HIGUERAS-CASTILLO, E., MUÑOZ-LEIVA, F., & LIÉBANA-CABANILLAS F. J. (2019): “An examination of attributes and barriers to adopt biomass and solar technology. A cross-cultural approach”. Journal of environmental management, 236, 639-648.
  • HUANG, L., GURSOY, D., & XU, H. (2014): “Impact of personality traits and involvement on prior knowledge “. Annals of Tourism Research, 48, 42-57.
  • HUNTER, L. M., HATCH, A., & JOHNSON, A. (2004): “Cross‐national gender variation in environmental behaviors”. Social science quarterly, 85(3), 677-694.
  • HUSSAIN, A., ARIF, S. M., & ASLAM, M. (2017): “Emerging renewable and sustainable energy technologies: State of the art”. Renewable and Sustainable Energy Reviews, 71, 12-28.
  • IDEA (2011): “Plan de Energías Renovables 2011-2020”. Ministerio de Industria, Turismo y Comercio. Ministerio de España. Instituto para la Diversificación y Ahorro de la Energía (IDEA). Disponible en Web: https://www.idae.es/tecnologias/energias-renovables/plan- de-energias-renovables-2011-2020.
  • JAMIESON, L. F., & BASS, F. M. (1989): “Adjusting stated intention measures to predict trial purchase of new products: A comparison of models and methods”. Journal of Marketing Research, 336-345. LIANG, J., QIU, Y., & PADMANABHAN, P. (2017): “Consumers’ Attitudes towards Surcharges on Distributed Renewable Energy Generation and Energy Efficiency Programs”. Sustainability, 9(8), 1475.
  • LIERE, K. D. V., & DUNLAP, R. E. (1980): “The social bases of environmental concern: A review of hypotheses, explanations and empirical evidence”. Public opinion quarterly, 44(2), 181-197.
  • LIN, B., OMOJU, O. E., & OKONKWO, J. U. (2016): “Factors influencing renewable electricity consumption in China”. Renewable and Sustainable Energy Reviews, 55, 687-696.
  • LIN, L. Y., & CHEN, C. S. (2006): “The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan”. Journal of consumer Marketing, 23(5), 248-265.
  • MARTÍN, I., EMILIO, J., & COLINAS GONZÁLEZ, M. (2008): “La energía en España: un reto estratégico”. Información Comercial Española, ICE: Revista de economía, (842), 141-156.
  • MICHELSEN, C. C., & MADLENER, R. (2012): “Homeowners’ preferences for adopting innovative residential heating systems: A discrete choice analysis for Germany”. Energy Economics, 34(5), 1271-1283.
  • MILLS, B., & SCHLEICH, J. (2010): “What’s driving energy efficient appliance label awareness and purchase propensity?” Energy Policy, 38(2), 814-825.
  • MUÑOZ, F. (2008): “La adopción de una innovación basada en la Web. Análisis y modelización de los mecanismos generadores de confianza”. Tesis Doctoral. Departamento de Comercialización e Investigación de Mercados. Universidad de Granada.
  • OSKAMP, S., HARRINGTON, M. J., EDWARDS, T. C., SHERWOOD, D. L., OKUDA, S. M., & SWANSON, D. C. (1991): “Factors influencing household recycling behavior“. Environment and behavior, 23(4), 494-519. OTTMAN, J. A. (1993): „Green marketing“. NTC Publishing Group.
  • OZAKI, R. (2011): “Adopting sustainable innovation: what makes consumers sign up to green electricity?” Business Strategy and the Environment, 20(1), 1-17.
  • OZTURK, I. (2010): “A literature survey on energy–growth nexus”. Energy policy, 38(1), 340-349.
  • PATO, C. M. L. (2004): “Comportamento ecológico: relações com valores pessoais e crenças ambientais”. Comportamento ecológico: relações com valores pessoais e crenças ambientais. Tese de Doutorado, Universidade de Brasília.
  • PATO, C., ROS, M., & TAMAYO, A. (2005): “Creencias y comportamiento ecológico: un estudio empírico con estudiantes brasileños.” Medio Ambiente y Comportamiento Humano, 6(1), 5-22.
  • PATO, C., & TAMAYO, Á. (2006): “Valores, creencias ambientales y comportamiento ecológico de activismo”. Medio ambiente y comportamiento humano, 7(1), 51-66.
  • PAVLOU, P. A. (2002): “A theory of planned behavior perspective to the consumer adoption of electronic commerce.” MIS Quarterly, 30(1), 115-143.
  • POHL, S. (2012): “Psychologie de la communication et environnement”. Curso oral en Master, 2, 2012-2013.
  • POORTINGA, W., PIDGEON, N., & LORENZONI, I. (2006): “Public perceptions of nuclear power, climate change and energy options in Britain: summary findings of a survey conducted during October and November 2005”. Tyndall Centre for Climate Change Research. School of Environmental Sciences. University of East Anglia. REE (2017): “Las energías renovables en el Sistema eléctrico español 2016”. Red Eléctrica de España - REE. Disponible en Web: http://www.ree.es/sites/default/files/11_PUBLICACIONES/ Documentos/Renovables-2016-v3.pdf
  • ROWLANDS, I. H., SCOTT, D., & PARKER, P. (2003): „Consumers and green electricity: profiling potential purchasers“. Business Strategy and the Environment, 12(1), 36-48.
  • SARDIANOU, E., & GENOUDI, P. (2013): “Which factors affect the willingness of consumers to adopt renewable energies?”. Renewable energy, 57, 1-4.
  • SCANNELL, L., & GIFFORD, R. (2013): “The role of place attachment in receptivity to local and global climate change messages”. Environonment and Behavior, 45, 60-85.
  • SEGUIN, C., PELLETIER, L. G., & HUNSLEY, J. (1999): “Predicting Environmental Behaviors: The Influence of Self‐Determined Motivation and Information About Perceived Environmental Health Risks”. Journal of Applied Social Psychology, 29(8), 1582-1604.
  • SHANE, S., & VENKATARAMAN, S. (2000): “he promises of entrepreneurship as a field of research”. Academy of management review, 25(1), 217-226. SHI, L., ZHOU, W., & KRISTRÖM, B. (2013): “Residential demand for green electricity.” Environmental Economics, 4(1), 39-50.
  • SINDHU, S., NEHRA, V., & LUTHRA, S. (2016): “Identification and analysis of barriers in implementation of solar energy in Indian rural sector using integrated ISM and fuzzy MICMAC approach”. Renewable and Sustainable Energy Reviews, 62, 70-88.
  • SINDHU, S., NEHRA, V., & LUTHRA, S. (2017): “Investigation of feasibility study of solar farms deployment using hybrid AHP-TOPSIS analysis: Case study of India.” Renewable and Sustainable Energy Reviews, 73, 496-511.
  • SHEPHERD, D. A., & DETIENNE, D. R. (2005): “Prior knowledge, potential financial reward, and opportunity identification.” Entrepreneurship theory and practice, 29(1), 91-112. STERN, P. C. (2000): “New environmental theories: toward a coherent theory of environmentally significant behavior.” Journal of social issues, 56(3), 407-424.
  • STRAZZERA, E., & STATZU, V. (2017): “Fostering photovoltaic technologies in Mediterranean cities: Consumers’ demand and social acceptance.” Renewable Energy, 102, 361-371.
  • SUÁREZ, E., HERNÁNDEZ, B., & HESS, S. (2002): “Relación entre activismo proambiental y otras formas de participación social.” Psychosocial Intervention, 11(3).
  • SUJAN, M. (1985): “Consumer knowledge: Effects on evaluation strategies mediating consumer judgments.” Journal of Consumer Research, 31-46. SUSAETA, A., LAL, P., ALAVALAPATI, J., & MERCER, E. (2011): “Random preferences towards bioenergy environmental externalities: a case study of woody biomass based electricity in the Southern United States.” Energy Economics, 33(6), 1111-1118.
  • SYME, G. J., BEVEN, C. E., & SUMNER, N. R. (1993): „Motivation for reported involvement in local wetland preservation: The roles of knowledge, disposition, problem assessment, and arousal.“ Environment and behavior, 25(4), 586-606.
  • TAALE, F., & KYEREMEH, C. (2016): “Households‐ willingness to pay for reliable electricity services in Ghana”. Renewable and Sustainable Energy Reviews, 62, 280-288.
  • THØGERSEN, J., & ÖLANDER, F. (2006): “To what degree are environmentally beneficial choices reflective of a general conservation stance?” Environment and Behavior, 38(4), 550-569.
  • VAN RIJNSOEVER, F. J., & FARLA, J. C. (2014): “Identifying and explaining public preferences for the attributes of energy technologies”. Renewable and Sustainable Energy Reviews, 31, 71-82. VENKATARAMAN, S. (1997): “The distinctive domain of entrepreneurship research”. Advances in entrepreneurship, firm emergence and growth, 3(1), 119-138. WANG, L., AWUAH-OFFEI, K., QUE, S., & YANG, W. (2016): “Eliciting Drivers of Community Perceptions of Mining Projects through Effective Community Engagement.” Sustainability, 8(7), 658.
  • WHITMARSH, L., & O’NEILL, S. (2010): “Green identity, green living? The role of pro-environmental self- identity in determining consistency across diverse pro-environmental behaviours.” Journal of Environmental Psychology, 30(3), 305-314.
  • WILLIS, K., SCARPA, R., GILROY, R., & HAMZA, N. (2011): “Renewable energy adoption in an ageing population: heterogeneity in preferences for micro-generation technology adoption”. Energy Policy, 39(10), 6021-6029.
  • WISER, R. H. (2007): “Using contingent valuation to explore willingness to pay for renewable energy: a comparison of collective and voluntary payment vehicles”. Ecological economics, 62(3- 4), 419-432.
  • XIAO, C., & HONG, D. (2010): “Gender differences in environmental behaviors in China.” Population and Environment, 32(1), 88-104.
  • YANG, B., XU, T., & SHI, L. (2017): “Analysis on sustainable urban development levels and trends in China’s cities.” Journal of Cleaner Production, 141, 868-880.
  • ZARNIKAU, J. (2003): “Consumer demand for ‘green power’and energy efficiency”. Energy Policy, 31(15), 1661-1672.
  • LUBELL, M., SCHNEIDER, M., SCHOLZ, J. T., & METE, M. (2002): “Watershed partnerships and the emergence of collective action institutions“. American Journal of Political Science, 148-163.
  • MANOLOPOULOS, D., KITSOPOULOS, K., KALDELLIS, J. K., & BITZENIS, A. (2016): “The evolution of renewable energy sources in the electricity sector of Greece”. International Journal of Hydrogen Energy, 41(29), 12659-12671.
  • SENGERS, F., RAVEN, R. P., & VAN VENROOIJ, A. H. T. M. (2010): “From riches to rags: Biofuels, media discourses, and resistance to sustainable energy technologies“. Energy Policy, 38(9), 5013-5027.
  • SGUIN, C., PELLETIER, L. G., & HUNSLEY, J. (1998): “Toward a model of environmental activism”. Environment and Behavior, 30(5), 628-652.
Fuente de los datos: Dialnet