The promotion of inexperienced applied sciences corresponding to photo voltaic panels is crucial to foster the usage of clear vitality. Nevertheless, the excessive upfront prices usually discourage personal households from putting in these programs.
A current examine by LMU researchers, in collaboration with the College of Cologne and the Rotterdam College of Administration printed within the journal Nature Communications, discovered that specializing in the monetary advantages of photo voltaic panels in communication methods may enhance this case.
In a large-scale area experiment with round 27,000 clients of a Dutch on-line retailer, the workforce analyzed how completely different promoting messages on the retailer’s web site influenced the demand for photo voltaic panels. Within the ads, the researchers emphasised both monetary advantages corresponding to extra financial savings and revenue or else optimistic environmental results, such because the discount of CO2 emissions or the era of inexperienced vitality.
The outcomes had been clear: “The promoting messages had a major affect on the conduct of consumers,” says Dominik Bär, doctoral candidate at LMU’s Institute of Synthetic Intelligence in Administration and lead writer of the examine. “Doubtless, highlighting potential private financial savings proves to be way more efficient than emphasizing environmental advantages.”
Specifically, messages that pressured the potential monetary financial savings prompted a rise in buyer queries of 40 % in comparison with the baseline and generated 30 % extra queries than messages that emphasised extra revenue or environmental advantages. Based on the authors, this demonstrates that efficient communication is a cheap and scalable methodology for selling inexperienced applied sciences.
“Efficient communication can considerably improve the dedication to put money into inexperienced applied sciences. This is a crucial perception for combating local weather change and attaining local weather objectives,” says Professor Stefan Feuerriegel, Head of the Institute of Synthetic Intelligence in Administration.