Consumer behaviour regarding of energy products

• Author: Gradinaru E., Bucs L., Bratucu G.
• Pages: 39-50

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Consumer behaviour regarding energy products

Evelina GRĂDINARU1, Lorant BUCS2, Gabriel BRĂTUCU3

Abstract: The population increase along with its orientation towards consumerism,

economic growth and the reduction of debts, determined by each individual’s intention to

progress all represent an interesting challenge if one considers achieving them sustainably.

That being said, the present paper gives emphasis to some theoretical and practical

information regarding the consumer behaviour regarding energy products. The first part

presents some theoretical concepts related to consumer behaviour, both the individual and

the organisational one, followed by the second part, which shows the concern for managing

energy resources in the case of the top 50 companies from Romania.

Key-words: energy, consumer, behaviour, sustainability

1. Introduction

The first articles about the promotion of renewables appeared during the energy

crisis of 1973, when alternative energies were becoming interesting for specialists in

the field. After this time, the issue of such resources has been increasingly unveiled.

In treatises, the first article was that of Nakarado, in 1996, i.e. ”A marketing

orientation is the key to a Sustainable Energy Future”, which proposes the analysis

of consumer preferences as a success parameter in promoting renewable energy

resources.

In the ‘60s, the theme of consumer behaviour started to be discussed as a

distinct field, with strong influences and contributions from other specific fields

such as psychology, sociology, anthropology, and so on. There are various

definitions in treatises: for example, The American Marketing Association describes

it as “a dynamic interaction on impression and perception, behaviour and common

situations in which people conduct their exchange activities”.

All of this behaviour is based on the receptivity of information by the

consumer, which, in the opinion of Stigler, the Nobel laureate for economics, “is not

an easy or pleasant task for most people”.

1 Transilvania University of Braşov, evelina.gradinaru@unitbv.ro

2 Transilvania University of Brasov, lorantbucs@gmail.com

3 Transilvania University of Brasov, gabriel.bratucu@unitbv.ro