Euros and sense: A case study into the promotion of electricity conservation in the Netherlands

Problem: What type of messages can be used to make ‘saving the environment’ more appealing to individuals, in order to encourage them to act environmentally friendly? Purpose: Our focus is the challenge of convincing consumers to save electricity in the Netherlands. Using two different types of messages, environmental and financial, our aim is to identify which characteristics of marketing messages are more effective when trying to encourage individuals to act environmentally friendly. Method: Interviews with relevant organizations are held in order to see what professionals say about the envi... Mehr ...