Segmentación de clientes potenciales de sistemas de energías renovables

Headnote

PALABRAS CLAVE: Energías renovables, segmentación, intención de uso, cluster, España.

KEY WORDS: Renewable energy sources, Hierarchical segmentation, Inetention to use

Clasificación JEL: N53, P28, Q56

RESUMEN:

El presente trabajo se centra en analizar las variables que influyen en la intención de uso de energías renovables a nivel residencial, así como en la identificación del perfil de los usuarios de acuerdo a diferentes variables socio-demográficas y comportamentales. Para ello se confeccionó un cuestionario online con una muestra de 163 individuos. A través de las pruebas de diferencia de medias se demuestra como las variables que mejor definen esta aceptación son la actitud, el conocimiento previo y el ahorro energético. Asimismo, con ayuda de un análisis clúster se define aún más el perfil del adoptador potencial.

ABSTRACT:

The study aims to analyse the determining factors related to the adoption of new forms of electricity production from renewable sources at the residential level. It configures a fundamental aspect both in terms of energy saving policies for the central or autonomous government, and in commercial aspects for companies that commercialize this type of services among users or consumers. Therefore, it focuses on analysing the variables that influence the intention to use renewable energy systems at residential level, as well as on identifying the profile of users according to different socio-demographic variables (gender, age, income level, number of family members, residential area) and behavioural variables (activism, energy saving, prior knowledge and attitude).

In the first place, the reader is introduced to the context by explaining the problems that occur worldwide due to environmental pollution caused by the use of fossil fuels. In addition, the importance of the renewable sector in Spain is highlighted in figures.

Energy is fundamental for most of society's daily activities. Historically, the population has benefited from fossil fuels, such as coal, oil or gas, without considering the available resources and their impact on the environment. Spain is among the European Union countries most dependent on imports of fossil fuels.

As a consequence of the threat of climate change and dependence on energy imports, together with the exhaustible nature of fossil fuels, many countries have encouraged the search for alternatives to conventional energy sources. Investments in renewable energy sources have increased in order to reduce greenhouse...