| Abstract |
Smart living and energy efficiency are the indicators of a smart city. Energy-efficient lighting like, LEDs are expensive and hence, people are reluctant to switch to them. The purpose of the present study is to explore how social marketing approach can be used to introduce a behaviour change among the masses so that they shift to energy-efficient lighting. The measures undertaken by different stakeholders in promoting the energy-efficient lighting were evaluated. In-depth study of a proposed smart city, Vishakhapatnam, which was the first city in India to become hundred percent user of CFL in household sector, and now has moved towards complete LED street lighting, indicated a high level of awareness and acceptability of LED due to better promotion and distribution strategy. An analysis of data collected from 250 households in Delhi and NCR revealed that the high price and psychological fears associated with the product such as, people being habituated to incandescent bulbs; a feeling that LEDs will not fit in existing points, and the like, prevent people to switch to them. Designing an effective campaign by applying a social marketing strategy, i.e., blending the eight Ps together—product, price, promotion, place, public, policy, partnership, and purse string, will bring social acceptance of energy-efficient lighting. © Springer International Publishing AG 2017. |
