Competing on service and branding in the renewable electricity sector

Angela Paladino and Ameet P. Pandit

Energy Policy, 2012, vol. 45, issue C, 378-388

Abstract: Green marketing research has traditionally analysed the effect of attitudes and norms on purchase intentions and behaviours. While we are aware of research examining attitudes and behaviours towards green tangible products (e.g., Paladino, 2005), there is no understanding regarding how these factors apply to intangible renewable power services. Similarly, branding and its effects are scant in a contemporary green marketing context. Of this research, most has evaluated the product and not service brands. Some have researched the extent of green branding and its effects on attitudes (e.g., Hartman et al., 2005). Despite this, research evaluating the role of renewable electricity retailer brands and their characteristics is limited. This study works towards understanding this and seeks to bind the existing branding, services marketing and consumer behaviour literatures to understand the motivators behind renewable electricity purchase in Australia.

Keywords: Brand Identity; Service Brands; Renewable Electricity (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:enepol:v:45:y:2012:i:c:p:378-388

DOI: 10.1016/j.enpol.2012.02.046

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