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
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: 30 Mar 2020 00:23
URI: https://ueaeprints.uea.ac.uk/id/eprint/66500
DOI: 10.5547/01956574.39.4.mflo

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