Tran Thi Thu, Phuong and Kaufmann, Hans Rüdiger (2025) Utilisation of Digital Marketing Platforms for Customer Engagement in Sustainability in the Net Zero Energy Transition in the German Building Sector. URBAN INNOVATION: TO BOLDLY GO WHERE NO CITIES HAVE GONE BEFORE. Medium sized cities and towns as a major arena of global urbanisation. Proceedings of REAL CORP 2025, 30th Intl. Conference on Urban Development, Regional Planning and Information Society. pp. 997-1006. ISSN 2521-3938
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Text (Utilisation of Digital Marketing Platforms for Customer Engagement in Sustainability in the Net Zero Energy Transition in the German Building Sector)
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Abstract
Achieving a net zero energy future in the German building sector is an extraordinary societal endeavour that requires – besides the adoption of sustainable practices – intensified consumer engagement. However, shifting from consumer awareness to consumer commitment needs a deeper understanding of the social drivers. Until recently, scientific research focused on technical and economic aspects of energy transition, while the contribution of social science in this field is still in a fledgling state (Komendantova, 2021). Consumer engagement is suggested a promising route to follow to integrate social science approaches into this research stream. In achieving enhanced consumer commitment, digital marketing platforms are seen as a powerful tool, as they allow for better consumer targeting, measurability and monitoring as well as establishing a long-term relationship with them. This study validates the applicability of digital marketing platforms for consumer engagement and investigates the impact of perceived consumer value on engagement behaviours in sustainability in the net zero energy transition of the German building sector. To achieve this, the study pursued a qualitative research approach applying a process of planning, designing, preparing, collecting and sharing data (Yin, 2003). Using purposive sampling and snowballing techniques, seven respondents with experience in marketing and business development in construction and architectural firms were interviewed. The qualitative analysis resulted in categories and the establishment of a coding framework via the Maxqda software. The results show that awareness and research in the context of sustainable buildings are the most important stages of the consumer experience influenced by digital marketing platforms. The research suggests a model of digital consumer experience strategy that emphasises simplicity, reachability, transparency, and personalization. In addition, the research found that mainly utilitarian values, environmental values, safety and self-expression are values ranking top of mind of consumers or citizens that influence engagement behavior when acquiring sustainable buildings with social values not to be neglected. This research should enable construction companies to develop relevant and effective propositions for their consumer engagement strategies.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | net zero energy transition, engagement behaviour, Digital marketing, consumer engagement , Planning |
| Subjects: | G Geography. Anthropology. Recreation > GE Environmental Sciences H Social Sciences > H Social Sciences (General) |
| Depositing User: | The CORP Team |
| Date Deposited: | 24 May 2025 11:45 |
| Last Modified: | 07 Jul 2025 11:06 |
| URI: | http://repository.corp.at/id/eprint/1208 |
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