An Analysis of Behavioral Models Relating to Renewable Energy in Taiwan

• Main Authors: Cheng-Chih Chou, Liang-Rui Chen
• Format: Article
• Language: English
• Published: MDPI AG 2021-06-01
• Series: Sustainability
• Subjects: renewable energy behavioral model; public policy marketing; target group
• Online Access: https://www.mdpi.com/2071-1050/13/13/7296

This study sought to understand the behaviors and attitudes of people in Taiwan as they relate to the government’s RE policies by analyzing data from a questionnaire-based telephone survey conducted between 2013 and 2015. Demographic attributes in people’s behavioral models were analyzed for two variables: attention and support. Based on the findings, people’s behavioral models relating to RE were classified into five categories: key promotional group, promotional seed group, support-strengthening group, attention-strengthening group, and non-key promotional group. The attributes of these five segments were also analyzed and their corresponding promotional strategies were formulated. The overarching goal was to improve precision in marketing RE policies to various target groups in order to maximize impact.