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

Stefan Gossling, Timo Kunkel, Kim Schumacher, Nadine Heck, Johannes Birkemeyer, Jens Froese, Nils Naber and Elke Schliermann

Renewable and Sustainable Energy Reviews, 2005, vol. 9, issue 1, 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 expectations towards green products, their living-conditions, price sensitivity, and their perception of the relative effort involved in changing the power provider.

Keywords: Consumer; demand; Energy; markets; Marketing; Renewable; energy; Sustainable; Development; Willingness-to-pay (search for similar items in EconPapers)
Date: 2005
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1364-0321(04)00023-1
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:rensus:v:9:y:2005:i:1:p:69-83

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/600126/bibliographic
http://www.elsevier. ... 600126/bibliographic

Access Statistics for this article

Renewable and Sustainable Energy Reviews is currently edited by L. Kazmerski

More articles in Renewable and Sustainable Energy Reviews from Elsevier
Bibliographic data for series maintained by Catherine Liu ().