Korsunova, Angelina

Sustainable Energy Consumption: The Sufficiency Approach

Korsunova, Angelina M.Sc. (Econ.)
University of Jyväskylä
School of Business and Economics
P.O. Box 35
Finland 40014
Tel: +358-14-260 2690
E-mail: angelina.korsunova@econ.jyu.fi

Abstract
In certain industries it is common that companies have to deal with excessive demand. Different strategies are applied in such situations in order to secure long-term development of the companies. Typically, the companies tend to respond with two types of behaviour: either by restraining the production (increasing it only up to a certain point), or by resisting the pressure imposed on them by their customers. Both restrain and resistance represent reactive strategies, while there exists an alternative of proactive behaviour. One of the options for proactive strategy would be motivating consumers to act according to the principle of sufficiency in order to prevent excess in demand. Even though the idea of companies motivating their customers to consume less of their product might seem unrealistic, there are several examples of such behaviour, energy industry being the most obvious one. The purpose of this paper is to present a research proposal aiming to explore the relationship between energy providers and their residential customers through the perspective of sufficiency. A two-sided approach to the issue is proposed, first researching sustainable energy companies’ perception of sufficiency promotion (unnecessary activity, responsibility, business opportunity, etc.) through thematic interviews, and secondly, researching the attitude of residential customers towards sufficiency promotion campaigns conducted by their energy providers through focus group interviews.

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