A target group-specific approach to "green" power retailing: students as consumers of renewable energy
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/262279
- author
- Gössling, Stefan LU ; Kunkel, T ; Schumacher, K ; Heck, N ; Birkemeyer, J ; Froese, J ; Naber, N and Schliermann, E
- organization
- publishing date
- 2005
- 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
- 2016-04-01 11:53:10
- date last changed
- 2023-01-03 00:49:22
@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}},
keywords = {{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}},
doi = {{10.1016/j.rser.2004.01.005}},
volume = {{9}},
year = {{2005}},
}