Andrii Kytaiev

National University "Kyiv-Mohila academy"

CV: Andrii Kytaiev, Head of the Center for energy management National University, senjor lecturer and an aspirant of Department of Marketing and Business Management "Kyiv-Mohila academy" More information: https://europa.eu/europass/eportfolio/api/eprofile/shared-profile/ba8650cd-4ab1-4a67-8f66-f526a7dc87ae?view=html

Presentation title: Experimental study of a behavioural model for motivating consumer choice of clean energy

Abstract: Implementing a green consumer choice algorithm involves working with public consciousness to increase the value of clean energy to consumers and introducing market-based tools to monetize this value. The objectivity of green consumer choice can be ensured by establishing a transparent process for capturing the clean energy used at all stages of production and by introducing sustainable behavioral patterns that will enable the realization of green consumer choice in different consumption areas. The international science-practice experiment "Making Coffee with the Sun" should be seen as a social integration tool, which aims to contribute to the implementation of the European Green Deal and the REPowerEU plan and toe UN Sustainable Development Goals in the energy sector.