Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation

Baruk, Agnieszka Izabela

doi:10.3390/en14227821

Cited by 2 publications

(1 citation statement)

References 62 publications

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“…The results of the research show that over 70% of the respondents declared their readiness to cooperate with suppliers in the energy market in the process of creating marketing offers. These are consistent with the results of other studies (inter alia, Baruk [63]), which also confirm the readiness of the majority of the respondents to act as co-creators of products and/or other elements of a marketing offer. The willingness of recipients to cooperate had been, however, studied in a different context.…”

Section: Discussionsupporting

confidence: 92%

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Baruk

Grzesiak

2022

Energies

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The aim of this article is to identify the benefits perceived by individual recipients that are achieved by consumer energy suppliers on the market, through multilateral trade cooperation, and to define the structure of these benefits according to the declared readiness of recipients to cooperate with the suppliers. The results of the analysis of the available literature on the subject indicate that there is a cognitive and research gap in relation to the perceived benefits achieved by the suppliers through joint marketing activities. The benefits are not being analyzed; especially from the perspective of individual recipients’ readiness for this cooperation. This gap is noticeable not only in relation to the energy market, but also in other areas of the consumer market. In an effort to reduce the identified gap, an online survey was conducted among 1196 adult individual energy recipients in Poland. The primary data collected was subjected to quantitative analysis using the following research methods: average grade analysis, comparative analysis, and exploratory factor analysis. The Kruskal–Wallis test was also conducted. The results of the quantitative analysis indicate, inter alia, that the majority of the respondents declared their readiness to cooperate with energy suppliers on the preparation of marketing offers. This variable statistically significantly differentiated nine out of twelve analyzed benefits that, according to the respondents, suppliers obtain as a result of cooperation. This differentiation was not found only in the case of three benefits related to the cost-free acquisition of recipient potential. For all respondents, as well as for the respondents willing to cooperate with suppliers and for those who did not express such willingness, three sections were identified, including the respondents who saw the same benefits achieved by suppliers. The conclusions drawn on the basis of the analysis results constitute a significant contribution to the theory of marketing and the theory of market behavior of individual recipients in the energy market. They also bear clear application advantages, making it easier for energy suppliers to effectively initiate cooperation with individual recipients and/ or strengthen this cooperation.

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Section: Discussionsupporting

confidence: 92%

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Baruk

Grzesiak

2022

Energies

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Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products

et al. 2022

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In the scientific discourse on consumption, increasingly more attention is being paid to sustainable development. Regarding the fact that not only various types of enterprises, but also consumers contribute to the excessive consumption of natural resources, it is of crucial importance to reduce the knowledge gap in the field of sustainable consumer behavior and decision-making processes related to the choice of organic products. The paper aims to present the decision-making processes of Polish consumers of renewable energy against the background of other categories of ecological products. Special attention is paid to the extent in which the offer is adjusted to the needs of consumers of renewable energy in Poland, compared to other categories of ecological products. The paper also shows the perception of the consumer of ecological products by buyers of renewable energy and by people who do not buy ecological products. The paper is based on a literature review and the results of a quantitative empirical study. The quantitative research was performed on a nationwide sample of 1032 people, among whom 509 people bought an organic product in the last 3 months, and 523 people did not purchase such a product during this period. The analysis of the results allows us to conclude that in the case of renewable energy, factors such as price, quality and the producer’s certification play a crucial role in the decision-making processes of Polish consumers. The hierarchy of criteria considered in the decision-making process related to the purchase of renewable energy and equipment enabling the use of renewable energy sources is quite similar to the one observed when purchasing electric cars. At the same time, it should be noted that almost every second person purchasing renewable energy compares many offers and spends a relatively long time contemplating their choice.

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Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation

Cited by 2 publications

References 62 publications

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Benefits Achieved by Energy Suppliers through Cooperation with Individual Recipients and Their Readiness for This Cooperation

Decision-Making Processes of Renewable Energy Consumers Compared to Other Categories of Ecological Products

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