Social responsibility, social marketing role, and societal attitudes

Social responsibility and social marketing are powerful sources for transforming energy production and its use toward sustainability. This is particularly important as irresponsible energy production and consumption by businesses and private households is leading to degradation of the ecosystem and irreversible climate change. The chapter presents conceptual and methodological insights into the complementarity of energy business social responsibility and social marketing. Specifically, it analyzes what the role of social responsibility is in transforming the supply side energy management; as for the demand side, a social marketing framework to promote sustainable energy use is presented. This academic discourse provides a comprehensive picture of these two practically interlinked but theoretically separated topics.