COMMUNICATION SUPPORT INCREASING ENERGY EFFICIENCY IN THE WORLD

The increase of energy consumption in the world has been confirmed by several prognostic studies. This fact leads to specific actions to increase energy efficiency in the world and thereby reduce its consumption. The reason why the energy consumption growths is the development of our civilization and thus increase in demand for energy carriers by both individual as well as collective consumers. The ability to prevent surges in energy consumption is to conduct systematic social campaigns to promote the consumption of energy savings and increasing efficiency. These campaigns are an example of communication to support socially responsible consumption for both businesses and households. The communicating which supports energy efficiency is to draw consumer attention to an apparent problem, its consequences on a global scale as well as the urge to change the style of consumer behavior in the field of energy. The paper pointed out the impact of decisions of consumers and producers on energy consumption. The issues of green marketing are presented and its impact on public education in terms of excessive energy consumption.