Social marketing and value in behaviour? Perceived value of using energy efficiently among low income older citizens
Abstract
Purpose
Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical exploration of the concept of value-in-behaviour, and, in doing so, identify that it is a logical addition to the extant concepts of value-in-exchange and value-in-use.
Design/methodology/approach
Exploratory focus group research was conducted to explore older, low-income people’s perceived value towards using energy efficiently in the contexts of their everyday lives. The research was conducted in regional New South Wales, Australia, with 11 focus groups of 59 people (40 females, 19 males) aged over 60 with a personal disposable income below $26,104 per annum.
Findings
Using this framework, functional, economic and ecological value appeared to be the most pertinent value dimensions for using energy efficiently, while social or emotional value was less relevant. Attention is drawn to how value in using energy efficiently emerges within the everyday contingencies and constraints configured by individual households’ financial, social, material and cultural contexts. These findings suggest that programmes in this area and with similar target groups would benefit from trying to promote and co-create such value.
Originality/value
The present study provides empirical evidence that consumers in a social marketing context appear to perceive value-in-behaviour in relation to using energy efficiently. This approach inspires social marketers to foster individual behaviour change through a better understanding of how value is created in everyday practices. This builds upon existing work on value in social marketing and suggests that value is an important concept that warrants continued theoretical, empirical and practical exploration.
Keywords
Acknowledgements
The research is an outcome of a project that involves partnerships between University of Wollongong (UOW), Macquarie University, Regional Development Australia Illawarra (RDAI), Warrigal, IRT Group, Royal Freemasons’ Benevolent Institution (RFBI), Illawarra Forum, WEA Illawarra and the Illawarra Joint Pilot Organisation. This activity received funding from the Australian Government, Department of Industry, Innovation and Science through the Low-Income Energy-Efficiency Project. The views expressed herein are not necessarily the views of the Commonwealth of Australia, and the Commonwealth does not accept responsibility for any information or advice contained herein.
Citation
Butler, K., Gordon, R., Roggeveen, K., Waitt, G. and Cooper, P. (2016), "Social marketing and value in behaviour? Perceived value of using energy efficiently among low income older citizens", Journal of Social Marketing, Vol. 6 No. 2, pp. 144-168. https://doi.org/10.1108/JSOCM-07-2015-0045
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited