The purpose of this essay is to identify factors that constrain customers’ ability to engage in sustainable energy consumption, conceived of as a consumption practice that reduces the moral hazards associated with fossil fuel overconsumption. The authors outline some marketing policy and consumer research issues related to the market system and identify four constraints to sustainable energy consumption: policies and regulation, product accessibility and availability, pricing, and customer knowledge. This topic is important because of changes in the macro context of energy consumption—namely, the growing recognition of a fundamentally resource-constrained environment and the increased salience of various global commons effects to customers. The authors conclude with directions for further research.
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