The Influence of Perceived Consumer Expectations on Energy Transition Strategies of Small and Medium-Sized Enterprises

The energy transition of small and medium-sized enterprises (SMEs) is an important element in achieving climate and energy goals, but its pace and scope remain varied. Previous studies have focused mainly on regulatory pressure, energy costs and financial barriers, while the importance of market factors has been analysed relatively rarely. The aim of this article is to assess consumer expectations perceived by enterprises as a factor that influences SMEs’ energy transition strategies. While the approach demonstrated by previous authors concentrated mostly on energy transition as a policy issue or an adjustment to legal changes, the originality and contribution of this paper lies in approaching this problem as one of a strategic adjustment to customers’ changing expectations. The study is based on a CATI survey of 417 Polish SMEs, predominantly micro- and small enterprises. The study covers the perception of customer expectations regarding energy efficiency, the use of renewable energy sources (RES) and environmental communication tools. Relationships were identified between perceived market signals and the energy-related actions of enterprises. The results indicate that SMEs perceive consumer expectations primarily as specific and quantifiable energy measures, such as reducing energy consumption and implementing renewable energy sources, while attaching less importance to formal reporting and certification tools. The energy transition is selective and incremental, focusing on solutions with low barriers to entry and short payback periods. From an energy policy perspective, the results suggest a need to design support instruments that are better aligned with how SMEs interpret market expectations.