Investigating Potential Market Segments for Energy Conservation Strategies

This article describes the results of an investigation that sought to identify energy-responsible individuals in terms of several demographic and socioeconomic characteristics. A comprehensive index of energy consumption including home, intercity travel, and vacation activities was developed for nearly 2000 people. Individuals who behaved in an energy-efficient manner tended to be older consumers with below-average incomes. Market segmentation strategies designed to reduce energy consumption within various user segments are described.