Mottagligheten för energibesparandeoch beteendeförändrande innovationer : En svensk studie om benägenheten till att spara energi

Sammanfattning: Date: June 5th 2015 Level: Bachelor thesis in Business Administration, 15 ECTS Institution: School of Business, Society and Engineering, Mälardalen University Authors: Bocenda, William 19900822. Embretsen, Daniel 19880522. Rollstedt, Henrik 19910328. Title: The receptiveness of energy-saving innovations that encourage behavioral change. A Swedish study about the desire to save energy. Tutor: Lennart Haglund Keywords: Adaption, innovation, opinion leader, innovator, early adopters, segmentation. Research questions:  What categorizes the segments of people who tend to be the most receptive towards energy saving and behavioral changing innovations?  What categorizes the segments of people that show tendencies towards spreading information about such product on to others in a social system? Purpose: The purpose of this study is to identify and describe segments of people who have characteristics of innovators, early adopters as well as opinion leaders within the product category of energy sustainable and behavioral changing innovations. The result of this study can facilitate the continuing segmentation by companies in the introduction phase of an innovation. This develops the contemporary empirical and theoretical knowledge about the adaption of energy sustainable and behavioral changing innovations since there has not been many committed studies in this field before. Method: Quantitative Conclusions: Women 36 years of age or older, who earn 40 000 kronor or more a month and live with others show behavioural tendencies of being receptive towards energy sustainable- and behavioural changing innovations. Men who earn 40 000 kronor or more a month tend to be the most receptive onces towards energy sustainable - and behavioural changing innovations. Men who earn 40 000 kronor or more a month are most likely to spread information about an energy sustainable - and behavioural changing innovation to others in a social system, hence being an opinionleader.