Marketing Renewable Energy in Japan

Jörg Raupach-Sumiya ()
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Jörg Raupach-Sumiya: College of Business Administration, Ritsumeikan University

A chapter in Marketing Renewable Energy, 2017, pp 375-397 from Springer

Abstract: Abstract This chapter provides a comprehensive analysis of Japan’s policy framework and regulatory context for marketers of renewable energy (RE) and describes recent developments in Japan’s market for RE, its competitive landscape, and emerging RE-based business models. Fundamental regulatory reform of Japan’s energy system, the complete liberalization of its electricity and gas markets, and policies to promote the deployment of RE have expanded consumer choice and created new business opportunities for RE in Japan. In the aftermath of the Fukushima nuclear disaster, the interest of Japanese consumers in RE is growing. However, market transparency and disclosure rules regarding power sources are still wanting, and constraints in the supply capacity for RE still limit the sourcing opportunities for RE marketers. Furthermore, uncertainties regarding the outcome of the market liberalization process and the future course of RE-related policies remain high, while the commercial viability of differentiation strategies based on environmental value added must still be tested.

Keywords: Japan’s energy policy; Regulatory reform; Japan’s renewable energy market (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-46427-5_19

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DOI: 10.1007/978-3-319-46427-5_19

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