Resumo

DORTA RODRIGUEZ, Idania  e  CABELLO ERAS, Juan José. Public communication campaigns to promote household energy efficiency in Barranquilla (Colombia). Universidad y Sociedad [online]. 2024, vol.16, n.2, pp. 104-110.  Epub 30-Abr-2024. ISSN 2218-3620.

Addressing household energy efficiency is among the main challenges worldwide towards sustainable development. The residential sector is one of the main energy users globally and one of the most difficult to address. Barranquilla is the fourth most developed city in Colombia and has significant electricity consumption in households. However, currently, there are no campaigns promoting energy efficiency strategies to reduce household consumption. This study shows that most people in the city are aware of their electricity consumption, mainly because of the costs, which is also one main motivation to introduce energy efficiency strategies. A public campaign must prioritize social media and WEB communication channels. Moreover, energy efficiency strategies must focus on the use of air conditioners, refrigerators, and lighting systems. Moreover, since the cost of electricity and climate change are the main motivators for energy saving, the different measures proposed in a campaign should be associated with cost and carbon footprint savings.

Palavras-chave : Public campaign; Marketing; Energy efficiency; Residential sector.

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