The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market
Flores, Miguel and Waddams, Catherine (2018) The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market. The Energy Journal, 39 (4). pp. 153-179. ISSN 1944-9089
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Abstract
We examine characteristics associated with consumer (dis)engagement in the residential electricity market, a topic of increasing policy interest and intervention, introducing consumer attitudes and marketing recall as new factors. General attitudes are closely associated with electricity market activity, with considerable variation in the strength and statistical significance of these relationships, indicating very different motivations amongst consumers. Recall of direct marketing routes has little identifiable effect, while advice of family and friends is influential. We identify implications for communication by both suppliers and policy makers seeking to improve the functioning of such markets, including the necessity for a variety of approaches.
Item Type: | Article |
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Uncontrolled Keywords: | switching behaviour,electricity market,competition policy |
Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
Depositing User: | Pure Connector |
Date Deposited: | 14 Mar 2018 17:30 |
Last Modified: | 11 Jan 2021 00:48 |
URI: | https://ueaeprints.uea.ac.uk/id/eprint/66500 |
DOI: | 10.5547/01956574.39.4.mflo |
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