This study is concerned with exploring the role of marketing as a tool to improve smart meter adoption amongst different fuel poverty groups. The traditional view of marketing is that it is a process by which people and firms get what they require and desire by generating and trading value with others (Kotler and Armstrong, 2010). Nonetheless, a more recent view of marketing is that it provides a vehicle to aid the achievement of a wide range of social goals. In this instance, fuel poverty and energy efficiency. For example, social marketing could be used as a means of ‘engaging’ fuel poverty groups to improve the energy efficiency of their home. Despite this, few empirical studies have explored the role of marketing in alleviating fuel poverty and improving energy efficiency
