Behavioral models in the field of renewable energy in B2B- and B2C-segments

Authors

DOI:

https://doi.org/10.33730/2310-4678.4.2025.346193

Keywords:

solar energy, consumer behavior, consumer profile, solar energy market, marketing research

Abstract

The article presents an analysis of consumer behavior in the solar energy market. The analysis was conducted using the materials of Solar LLC, which is a leading supplier of equipment and services for the solar energy sector in Ukraine. The study employed such specific methods as field surveys, focus groups, and in-depth interviews. The types of the company’s B2B and B2C customers and the stages of the decision-making process regarding the purchase of solar power plants were identified. The main motives for the implementation of solar power plants among the B2B and B2C customers of Solar LLC were revealed. Models of consumer behavior in the solar energy market in the B2B and B2C segments were developed, and their typical profiles were presented. To develop behavioral models and consumer profiles, the authors conducted a marketing study among the customers of Solar LLC. The formation of consumer profiles in the B2B and B2C segments made it possible to identify their key characteristics that influence behavior and expectations when choosing solar power plants. Individual customers are mainly oriented toward personal comfort, energy autonomy, and cost savings, whereas corporate customers focus on operational stability, cost optimization, and the compliance of solar power plants with the strategic objectives of the enterprise. The conclusions and recommendations presented in the article make it possible not only for Solar LLC but also for other companies to more accurately segment their customers, adapt communications, and develop more effective offerings for the B2B and B2C solar energy markets. The research results contribute to increasing the effectiveness of companies’ marketing strategies in the solar energy market and to a deeper understanding of the factors shaping consumer behavior in the B2B and B2C segments. All this will make it possible not only to optimize marketing tools for different types of customers but will also serve as a theoretical and methodological basis for further research in the field of consumer behavior in the renewable energy market.

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Published

2025-11-14

Issue

No. 4 (2025)

Section

Articles

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