Marketing and strategy

Exploring the renewable energy system value constellation: Technological opinion leaders and their voices

This project aims to study to which degree the market mechanisms is enough to reach Swedish ambitious environmental goals (2020 and 2030). This is done by specifically focusing what and how technical opinion leaders (TOLs) communicates, in which value constellations they communicate, and what the effects on the market are.

The project is mainly exploratory and uses the mixed method (field studies, surveys, and social media analytics) to capture the central actors(i.e., major change agents) that drive the market (as well as act as a reverse force) towards a sustainable and renewable Swedish energy system. The project results provide an evidence-based understanding of to what degree the market can handle the ongoing migration of our national energy system and to what extent other measures (i.e., policies) are needed.






Research area

Project manager at MDU

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