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A target group-specific approach to "green" power retailing: students as consumers of renewable energy

Gössling, Stefan LU ; Kunkel, T; Schumacher, K; Heck, N; Birkemeyer, J; Froese, J; Naber, N and Schliermann, E (2005) In Renewable & Sustainable Energy Reviews 9(1). p.69-83
Abstract
An extensive body of literature exists on the obstacles that have to be overcome in green power retailing. In this article, target group-specific marketing is evaluated as a strategy to increase the share of residential customers of green power. A sample of students in the city of Freiburg, Germany was interviewed in order to assess their awareness of environmental issues, their willingness to change to green power products, and to better understand individual hindrances in changing the power supplier. The analysis shows that students are highly positive towards green power products, but for several reasons difficult to reach in marketing campaigns. Aspects to be considered in addressing this consumer-group include the students' particular... (More)
An extensive body of literature exists on the obstacles that have to be overcome in green power retailing. In this article, target group-specific marketing is evaluated as a strategy to increase the share of residential customers of green power. A sample of students in the city of Freiburg, Germany was interviewed in order to assess their awareness of environmental issues, their willingness to change to green power products, and to better understand individual hindrances in changing the power supplier. The analysis shows that students are highly positive towards green power products, but for several reasons difficult to reach in marketing campaigns. Aspects to be considered in addressing this consumer-group include the students' particular expectations towards green products, their living-conditions, price sensitivity, and their perception of the relative effort involved in changing the power provider. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
sustainable development, renewable energy, marketing, consumer demand, energy markets, willingness-to-pay
in
Renewable & Sustainable Energy Reviews
volume
9
issue
1
pages
69 - 83
publisher
Elsevier
external identifiers
  • wos:000224748000004
  • scopus:4644307691
ISSN
1364-0321
DOI
10.1016/j.rser.2004.01.005
language
English
LU publication?
yes
id
abb60e29-11e7-4c86-8157-9f3ceabb7066 (old id 262279)
date added to LUP
2007-08-02 16:51:54
date last changed
2017-10-01 03:42:32
@article{abb60e29-11e7-4c86-8157-9f3ceabb7066,
  abstract     = {An extensive body of literature exists on the obstacles that have to be overcome in green power retailing. In this article, target group-specific marketing is evaluated as a strategy to increase the share of residential customers of green power. A sample of students in the city of Freiburg, Germany was interviewed in order to assess their awareness of environmental issues, their willingness to change to green power products, and to better understand individual hindrances in changing the power supplier. The analysis shows that students are highly positive towards green power products, but for several reasons difficult to reach in marketing campaigns. Aspects to be considered in addressing this consumer-group include the students' particular expectations towards green products, their living-conditions, price sensitivity, and their perception of the relative effort involved in changing the power provider.},
  author       = {Gössling, Stefan and Kunkel, T and Schumacher, K and Heck, N and Birkemeyer, J and Froese, J and Naber, N and Schliermann, E},
  issn         = {1364-0321},
  keyword      = {sustainable development,renewable energy,marketing,consumer demand,energy markets,willingness-to-pay},
  language     = {eng},
  number       = {1},
  pages        = {69--83},
  publisher    = {Elsevier},
  series       = {Renewable & Sustainable Energy Reviews},
  title        = {A target group-specific approach to "green" power retailing: students as consumers of renewable energy},
  url          = {http://dx.doi.org/10.1016/j.rser.2004.01.005},
  volume       = {9},
  year         = {2005},
}