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The energy sector in Germany, as in many other countries, is undergoing a major transformation. To achieve the climate targets, numerous measures to implement smart energy and resource efficiency are necessary. Therefore, energy companies are experiencing increasing pressure from politics and society to transform their business areas in a sustainable manner and implement smart and sustainable business models. Consequently, numerous resources are expected to flow into the development and implementation of new business models. But often these efforts remain unsuccessful in practice. There is a large amount of literature on barriers and drivers of smart and sustainable business models in the energy sector. But what are the factors that companies struggle with most when developing and implementing new business models in practice? To answer this question, the results of a systematic literature review were evaluated by conducting semi-structured interviews with experts of the German energy sector. Six categories of transformation barriers were identified: Organizational, Financial, Legal, Partner-Network, Societal and Technological barriers. To overcome these barriers, recommendations for action and key success factors are outlined by the experts interviewed. The interview study validates key barriers and drivers in terms of their significance in practice in the German energy sector and makes recommendations to advance the smart and sustainable transformation of the energy sector.
The livestock sector is growing steadily and is responsible for around 18% of global greenhouse‐gas‐emissions, which is more than the global transport sec-tor (Steinfeld et al. 2006). This paper examines the potential of social marketing to reduce meat consumption. The aim is to understand consumers’ motivation in diet choices and to learn what opportunities social marketing can provide to counteract negative environmental and health trends. The authors believe that research to answer this question should start in metropolitan areas, be-cause measures should be especially effective there. Based on the Theory of Planned Behaviour (TPB, Ajzen 1991) and the Technology‐Acceptance‐Model by Huijts et al. (2012), an online‐study with participants from the metropolitan region (n = 708) was conducted in which central socio‐psychological constructs for a meat consumption reduction were examined. It was shown that attitude, personal norm and habit have a critical influence on the intention to reduce meat consumption. A segmentation of consumers based on these factors led to three consumer clusters: vegetarians/flexitarians, potential flexitarians and convinced meat eaters. Potential flexitarians are an especially relevant target group for the development of social‐marketing‐measures to reduce meat consumption. In co‐creation‐workshops with potential flexitarians from the metropolitan region, barriers and benefits of reducing meat consumption were identified. The factors of environmental protection, animal welfare and desire for variety turn out to be the most relevant motivational factors. Based on these factors, consumers proposed a variety of social marketing measures, such as applications and labels to inform about the environmental impact of meat products.