Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)

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Influence of Social Marketing Strategies on Energy Conservation and Usage Behaviours in Households

Authors
K. K. Sanitha1, *, V. S. Viswanath2
1Department of Business Studies, Sreenarayanaguru Open University, Kerala, Kureepuzha, India
2AGM, Tata Consultancy Services (TCS), Kerala, Ernakulam, India
*Corresponding author. Email: sanithakrishna2008@gmail.com
Corresponding Author
K. K. Sanitha
Available Online 6 November 2025.
DOI
10.2991/978-94-6463-896-7_20How to use a DOI?
Keywords
Social Marketing Strategies; Energy Conservation Behaviour; Solar Energy Adoption; Electrical Safety Awareness; Structural Equation Modelling; Household Energy Use; Behavioural Change; Theory of Planned Behaviour
Abstract

Rising energy demand and environmental degradation have intensified the need for behaviour-based energy solutions. This study explores the impact of social marketing strategies on domestic energy-related behaviours. Focusing on conservation practices, safe electricity usage, and awareness of solar energy, it presents and validates a conceptual model grounded in behavioural theory. The research employs structural equation modelling (SEM) to analyse data from 450 respondents collected via a structured questionnaire. Findings confirm that social marketing strategies significantly influence energy-saving behaviours, enhance adherence to safety measures, and increase consumer awareness and adoption of solar energy technologies. The study contributes to the behavioural energy literature by offering practical insights on how social marketing can be leveraged to design targeted, evidence-based campaigns that foster sustainable household energy practices.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
6 November 2025
ISBN
978-94-6463-896-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-896-7_20How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - K. K. Sanitha
AU  - V. S. Viswanath
PY  - 2025
DA  - 2025/11/06
TI  - Influence of Social Marketing Strategies on Energy Conservation and Usage Behaviours in Households
BT  - Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025)
PB  - Atlantis Press
SP  - 389
EP  - 402
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-896-7_20
DO  - 10.2991/978-94-6463-896-7_20
ID  - Sanitha2025
ER  -