Is social norms marketing effective?: A case study in domestic electricity consumption

Harries, T., Rettie, R., Burchell, K. and Studley, M. (2013) Is social norms marketing effective?: A case study in domestic electricity consumption. European Journal of Marketing, 47 (9). pp. 1458-1475. ISSN 0309-0566

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Publisher's URL: http://dx.doi.org/10.1108/EJM-10-2011-0568

Abstract

This paper reports a large-scale experiment that compared the effectiveness of a social norms intervention to a conventional social marketing approach in the context of social policy on carbon dioxide emissions.

Item Type:Article
Uncontrolled Keywords:social norms approach, green marketing, sustainability, behaviour change, electricity consumption, social marketing, digital marketing, United Kingdom
Faculty/Department:Faculty of Environment and Technology
ID Code:16082
Deposited By: Dr M. Studley
Deposited On:01 Dec 2011 15:49
Last Modified:07 Jan 2014 08:30

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