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Reframing Energy Conservation as Energy Productivity
University of Richmond, USA.
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation. (Industriella nätverk och IT)ORCID iD: 0000-0001-7334-2480
University of Richmond, USA.
2016 (English)In: Regaining Relevance: Doing Research that Shapes the Practice of Marketing, 2016Conference paper, Published paper (Refereed)
Abstract [en]

Although commercial and industrial energy use accounts for 70% of end-use energy consumption, most marketing studies have focused on consumer response to energy efficiency programs.  We study firms in the commercial real estate sector in Stockholm, Sweden, to demonstrate that existing energy efficiency metrics on which certifications such as LEED and BREEAM are based (such as kWh/m2), while easy to obtain, suffer from significant limitations such as floor effects, thus lose their impact over time.  Interviews reveal that CFOs focus almost exclusively on profitability, while corporate, government and (I)NGO sustainability mangers focus almost exclusively on energy reduction. Unfortunately, energy reduction may be impossible (and counterproductive) when an organization is growing.  In response, we offer energy productivity, conceptualized as output/unit of energy, as an alternative metric.  We demonstrate, with data from firms in Stockholm, that it overcomes the limitations of existing measures and produces positive results for firms and society.  As a result, it has the potential to function as a measure that CFOs and environmentalists can both embrace.  Recommendations for implementation are discussed.  

Place, publisher, year, edition, pages
2016.
Keyword [en]
Energy productivity, Energy conservation, Sustainability, Corporate Social Responsibility
National Category
Business Administration
Research subject
Industrial Economics and Organisations
Identifiers
URN: urn:nbn:se:mdh:diva-34573OAI: oai:DiVA.org:mdh-34573DiVA: diva2:1060971
Conference
American Marketing Association (AMA) 2016 Summer Academic Conference, August 5-7, 2016, Atlanta, GA
Projects
Grön e-tjänsteutveckling för fastighetsbranschen
Funder
Swedish Energy Agency, P38203-1
Available from: 2016-12-30 Created: 2016-12-30 Last updated: 2017-01-11Bibliographically approved

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Other links

https://www.ama.org/events-training/Conferences/Pages/2016-Summer-Academic-Conference-Call-For-Papers.aspx

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf