Marketing techniques applied to energy conservation

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
William L. Christensen (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:
Dwight F. Clark

Abstract: The purpose of this study is to review the nature of the controversy on the scope of marketing; to determine whether marketing techniques and tools can be applied to a social problem in a nonbusiness enterprise—in this case, education; and to analyze the results of an experiment to determine the effectiveness of these techniques. The study attempts to answer in a specific instance the question of the effectiveness of marketing techniques seeking to solve a social problem. The nonbusiness area selected was education and the social cause decided on was energy conservation by the homeowner. This problem was selected because of its unique importance, its timeliness, and the fact that an effort to change the consumer's lifestyle in the area of energy conservation has been relatively unexplored by the different agencies involved (government, education, business, utility companies, etc.). The hypothesis stated that certain marketing techniques applied to a nonbusiness enterprise at a selected community college will more effectively bring about the desired social change by the consumer in the area of home energy conservation than in a community college not employing these techniques. Change is evaluated on (1) initial attendance, (2) the positive action taken by the class participants, and (3) the intended future action by the participants.

Additional Information

Language: English
Date: 1980
Energy conservation $x Education
Marketing research
Market surveys

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