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Scientific paper - Chapter in Book
The role of marketing communication in perception of information availability about renewable energy sources
In: Dealing with uncertainty / Drezgić, Saša; Host, Alen; Tomljanović, Marko; Žiković, Saša (Ed.). Rijeka: University of Rijeka, Faculty of Economics and Business, 2024. pp. 219-235. urn:nbn:hr:191:567955
Knežević, Ivana; Dlačić, Jasmina; Lončarić, Dina

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Knežević, I., Dlačić, J. & Lončarić, D. (2024). The role of marketing communication in perception of information availability about renewable energy sources. In S. Drezgić, (Ed.), A. Host, (Ed.), M. Tomljanović, (Ed.), S. Žiković, (Ed.), Dealing with uncertainty (pp. 219-235). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:567955

Knežević, Ivana, et al. "The role of marketing communication in perception of information availability about renewable energy sources." Dealing with uncertainty, edited by Saša Drezgić, edited by Alen Host, edited by Marko Tomljanović, edited by Saša Žiković, University of Rijeka, Faculty of Economics and Business, 2024, pp. 219-235. https://urn.nsk.hr/urn:nbn:hr:191:567955

Knežević, Ivana, Jasmina Dlačić and Dina Lončarić. "The role of marketing communication in perception of information availability about renewable energy sources." In Dealing with uncertainty, edited by Saša Drezgić, edited by Alen Host, edited by Marko Tomljanović, edited by Saša Žiković, 219-235. Rijeka: University of Rijeka, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:191:567955

Knežević, I., Dlačić, J. and Lončarić, D. (2024) 'The role of marketing communication in perception of information availability about renewable energy sources' in Drezgić, S. (ed.), Host, A. (ed.), Tomljanović, M. (ed.), Žiković, S. (ed.) Dealing with uncertainty Rijeka: University of Rijeka, Faculty of Economics and Business, pp. 219-235. Available at: https://urn.nsk.hr/urn:nbn:hr:191:567955 (Accessed 18 February 2025)

Knežević I, Dlačić J, Lončarić D. The role of marketing communication in perception of information availability about renewable energy sources. In: S. Drezgić, ed., A. Host, ed., M. Tomljanović, ed., S. Žiković, ed. Dealing with uncertainty. Rijeka: University of Rijeka, Faculty of Economics and Business; 2024. Pp. 219-235. [cited 2025 February 18] Available at: https://urn.nsk.hr/urn:nbn:hr:191:567955

I. Knežević, J. Dlačić and D. Lončarić, "The role of marketing communication in perception of information availability about renewable energy sources", Dealing with uncertainty, S. Drezgić et al., Eds. Rijeka: University of Rijeka, Faculty of Economics and Business, 2024, pp. 219-235. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:191:567955

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Metadata
Title (english)The role of marketing communication in perception of information availability about renewable energy sources
AuthorIvana Knežević
AuthorJasmina Dlačić
AuthorDina Lončarić
EditorSaša Drezgić
EditorAlen Host
EditorMarko Tomljanović
EditorSaša Žiković
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Aims of the paper: Clean energy and renewable energy sources are becoming strategic directions for many businesses and economies. Although prioritized by various industries, customers constantly lack sufficient information to make relevant decisions on how to act in regards with renewable energy sources. With the abundance of information available to customers today, it is of the utmost importance to have the ability to distinguish between different information and different sources of information with focus on their credibility and information content. On the other hand, companies lack consistency, transparency in their marketing communications, and they do not provide enough information to their customers so that they can make informed decisions. Therefore, the purpose of this paper is to analyse the perception of information availability related to renewable energy sources. Consequently, the research objective is to examine the relationship between marketing communication efforts, and perceptions of information availability in relation to renewable energy sources. Methodology: The empirical research was conducted on a sample of 130 respondents in Croatia and Bosnia and Herzegovina, using predefined scales from previous literature. Research results: Research revealed that citizens are not adequately informed about energy from renewable energy sources. As they are mostly well informed about the positive aspects of renewable energy sources, however they are not informed about the negative aspects nor about representation of energy from renewable energy sources in the current electricity supply. Individuals that are informed about negative effects of energy from renewable energy sources, mostly acquired that information through educational system and personal research on the internet.
Keywords (english)
Languageenglish
Publication typeScientific paper - Chapter in Book
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Book titleDealing with uncertainty
Numberingpp. 219-235
ISBN978-953-7813-89-5 (978-953-7813-90-1 (e-izdanje))
URN:NBNurn:nbn:hr:191:567955
Publication2024
ProjectNumber: ZIP-UNIRI-130-8-20
Title (croatian): Exploring value co-creation in services
Title (english): Istraživanje sukreiranja vrijednosti u uslugama
Leader: Jasmina Dlačić
Jurisdiction: Croatia
Document URLhttps://urn.nsk.hr/urn:nbn:hr:192:973618
Type of resourceText
PublisherUniversity of Rijeka, Faculty of Economics and Business
Publishing placeRijeka
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-02-18 14:09:15