Sustainable development, use of renewable energy sources and energy efficiency have been the focus of interest of the scientific and professional public in recent decades. The aim of the research is to investigate the influence of subjective norms on the use of heat pumps within the framework of behavior in the function of energy efficiency. In addition, the profile of consumers is investigated in the context of their sociodemographic characteristics. Marketing research was conducted on a convenience sample of 208 respondents on the territory of Serbia, in August 2019. The measurement of subjective norms according to the heat pump was performed on the basis of a Likert scale, while the analysis of the sociodemographic characteristics of the respondents was performed using the SPSS program package. Based on the results of the research, it was concluded that the influence of subjective norms on the introduction of the use of heat pumps is closest to the score 3, which is neutral on a fivepoint Likert scale, as well as that subjective norms can be statistically significantly explained by income and the number of children under the age of 18 as sociodemographic characteristics of the respondent.
In modern living conditions, the concept of sustainable development is one of the current research topics. In this context, the focus on greater use of renewable energy sources is supported both in the member states of the European Union and in the Republic of Serbia. The research problem of this paper refers to the attitudes of customers towards the use of renewable energy sources. The subject of the research is about the attitudes of customers towards the use of solar panels and panels in households. The first part of the paper sets out the theoretical basis of the research through a review of previous empirical studies that dealt with the same research problem, while the other sections are dedicated to explaining the research methodology, presenting and discussing the results of research on consumer attitudes towards the use of solar panels in households. The significance of this empirical study lies in the fact that it explores customer attitudes with regard to their sociodemographic characteristics.
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