181-190

• Do Paço, Arminda
• Varejão, Lília

The consumption of energy resources has significantly increased in over the years. One of the sectors where this increase has been most notorious is in the domestic sector. Given the environmental and economic costs that this tendency brings with it, it has become necessary to reduce energy consumption. The aim of this study is to find which factors most influence the behaviour of individuals in relation to energy saving. At the same time, an attempt is also made to understand whether advertising campaigns seeking to raise awareness about the need to save energy resources exert any influence over behaviour. The results show that advertising campaigns are highlighted by individuals in general as a good way of raising awareness about the need to save energy resources, even though they do not point to this as the factor that most influences their energy saving behaviour.

• Economics and Business
• Social and economic geography

• Environmental economics
• Economic development
• Επικοινωνία
• Finance

environment, energy saving, green marketing, consumer behavior, communication

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