| Abstract: | This paper builds on a chronological set of studies which develop a marketing approach to energy conservation in Ireland. Drawing on the fields of identity theory and self‐identity in consumption, it adopts a consumer behaviour approach to the segmentation of the market, analysing hedonic aspects of energy consumption. Using existential‐phenomenologicalism as a methodological frame, the focus of the two‐staged research is on collecting data from a small group of industry professionals and committed energy conservers, in order to gain a deeper understanding of the motivators for energy conservation behaviour. The results of this study reveal new traits of the energy conserver personality including a high aversion to consumption, a strong sense of caution with regard to personal finances and a marked interest in investing in energy‐saving technologies. Additional findings confirm personality traits previously associated with energy conservers such as active, thrifty, careful, technically minded and environmentally conscious. Although the market has been successful in targeting messages at the early adopter segment of energy conservers who are personally motivated, future marketing appeals to other market segments must focus on offering more tangible rewards for energy conservation behaviour. Copyright © 2002 Henry Stewart Publications |
