The Korean energy demand-supply policy has changed from supply-concentrated
management to demand-concentrated management with low consumption and high
efficiency. Given these policy changes, this study focuses on investigating the
marketing strategies of public policies that are necessary to execute policy effectively
and to achieve the intended effect. More specifically, this study reviews details
pertaining to the four elements of energy demand management policy: the
development and commercialization of core technologies for energy efficiency,
energy saving business growth, innovations in energy demand management, and
reasonable energy price policies. We furthermore analyze the effects of introducing an
energy-efficiency certification system to both companies and consumers via an energy
policy implementation. We find solutions to achieve the goals of the energy demand
management policy via effective marketing of the energy-efficiency certification
system. This investigation contributes to developing marketing strategies to achieve
certain public policy effects. We additionally focus on how the characteristics of an
energy-efficiency certification system—such as public benefits, brand trust and
customer value—affect customer perception and the effect of policy implementation.
According to our findings, trust in the energy-efficiency certification system and the
four elements of energy policy influence firms and consumers’ realization and are
effective at accomplishing the goals of the energy-efficiency policy. Energyefficiency
certification help firms to invest in energy-efficient facilities; such
certification also motivates reasonable energy consumption levels and the option to
select highly energy-efficient products. By employing a certification system actively
as a means of governmental policy and providing accurate energy-efficiency
information to firms and consumers, it is possible for firms to produce highly energyefficient
products and for consumers to choose efficient products. In this way,
governments, firms, and consumers are able to accomplish the goals of the policy.

• Eung Jin Lee(KIC(Key Industry Consulting) , Republic of Korea)
• Jaesu Kim(Volvo Group Korea, Republic of Korea)
• Kyung Hoon Kim(Changwon National University, Republic of Korea ABSTRACTS)