Gatekeepers changing consumers’ behaviour in energy consumption

Authors: Tuuli Kaskinen, Outi Kuittinen, Aleksi Neuvonen, Roope Mokka 

When analysing energy-relevant decisions, we have noticed that there are once-in-a-lifetime decisions (e.g. choosing the family home) that set the energy consumption, at a relatively fixed level, for years to come. When examining energy decisions further, the prime importance of gatekeepers emerges: they are professional and peer opinion leaders as well as retail organisations that influence consumers’ big energy choices.

Article has been be published as part of the Future of the Consumer Society conference proceedings.