The role of Marketing Communications in raising consumer awareness of energy-efficient products
DOI:
https://doi.org/10.52340/bal/2025.18.02.05Keywords:
Integrated Marketing Communications, Energy-efficient products, Consumer awarenesAbstract
Energy efficiency marketing has become an important component of strategic business communication. Recent research shows that energy efficiency is perceived as strategic business communication. It includes customer-oriented marketing (CX-based EE), behavioral marketing, and communications marketing (digital, visual, and social media). It is a combination of brand, customer, technology, and integrated communication policy whose main goal is to change consumer experience and behavior.
One of the key tasks of marketing in the field of changing experience and behavior is to determine how to convey information about energy efficiency to consumers so that it is perceived as a strategic investment. Specific customers must clearly understand why they need it, what they need to do to get it, what benefits it will bring, and when. Behavior, as a combination of awareness, opportunity, and motivation, is an active force that ensures the correct, long-term, and widespread use of marketing communications technologies.
Effective marketing communication in the field of energy efficiency requires, in addition to defining consumer behavior criteria (awareness, environmental values, culture, habits, economic opportunities, and motivation), an assessment of the business environment, technologies, infrastructure, and government policy.
Based on an analysis of recent work by leading specialists and experts in this field, this article will provide a conceptual framework for understanding the relationship between energy efficiency marketing and consumer behavior criteria. In addition, based on an analysis of real business cases from Georgia, the main barriers and challenges that need to be considered for effective marketing communication in the field of raising awareness of energy efficiency will be identified.
The study will enrich existing knowledge on energy efficiency marketing. It will also provide significant assistance to practitioners in developing effective messages tailored to the needs of target audiences with specific behavioral tendencies, selecting communication channels, and evaluating interactivity and results.
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