Open AccessThe Model of Customer Empowerment in the Field of Renewable Energy: A Case of Tunisian Consumers
Author(s) -
Chiraz Rouissi,
Fatma Letaif
Publication year - 2022
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v14n1p7
Subject(s) - empowerment , marketing , business , purchasing , stakeholder , consumption (sociology) , explanatory power , consumer bill of rights , advertising , public relations , economics , sociology , consumer protection , economic growth , political science , commerce , social science , philosophy , epistemology
This awakening of consciousness on the part of today’s consumers has given rise to the concept of consumer empowerment which states that the current consumer has become a stakeholder and influence in their purchasing decisions. Thus, the current consumer is asking deeper questions, such as environmental rights, animal rights, the rights of future generations, and the rights of the community. This paper proposes an explanatory model of empowerment emanating from new Information and Communication Technologies (ICTs), which participated in the crystallization of the concept by giving more power and control to Tunisian consumers. A model was developed from qualitative research based on individual interviews to explore in-depth the world of Renewable Energies Consumption (REC).