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Identifying the energy conscious consumer: The case of the opinion leader

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Abstract

The present study was undertaken to identify a demographic and psychographic profile of opinion leaders in an energy related context. The study found significant differences across opinion leadership groupings on the variables of interest.

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Authors and Affiliations

  1. Department of Marketing, University of Central Florida, Orlando, USA

    Duane L. Davis (Assistant Professor) & Ronald S. Rubin (Associate Professor)

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  1. Duane L. Davis
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  2. Ronald S. Rubin
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Davis, D.L., Rubin, R.S. Identifying the energy conscious consumer: The case of the opinion leader. JAMS 11, 169–190 (1983). https://doi.org/10.1007/BF02721869

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