Green Energy and Societal Marketing in the Context of Climate Change

Abstract

In the context of climate change, the objectives of this paper concern the perception of green energy and programs and plans that encourage it, the perception regarding the measures necessary to be taken in terms of green energy and the perception regarding societal marketing actions in the field of energy. The study was carried out by exploiting the primary sources of information, using direct qualitative research, the investigation being realized using semi-directed interviews, and the studied population consisted of potential consumers of green energy. The analysis of the results of the research indicates that most of the interviewed subjects perceived climate change as a danger and also that the majority are familiarised with the forms of green energy and have a formed opinion about the necessary measures. In the study, the measures were divided according to their ex-post (reduction of negative effects) or ex-ante (prevention) character and also function on the decision level at which the mentioned measures are taken: measures at the individual level, measures at the level of energy producers, measures at the level of energy-consuming companies and measures involving government programs and legislative power. In the paper, the perceived societal marketing role in the field of energy is also studied and the specific mix of marketing is presented, which can have important practical implications.