Introducing Green Electricity as the Default Option

Sylviane Chassot, Rolf Wüstenhagen (), Nicole Fahr and Peter Graf
Additional contact information
Sylviane Chassot: University of St. Gallen
Rolf Wüstenhagen: University of St. Gallen
Nicole Fahr: University of St. Gallen
Peter Graf: St.Galler Stadtwerke

A chapter in Marketing Renewable Energy, 2017, pp 109-122 from Springer

Abstract: Abstract One of the key challenges in marketing (green) electricity is overcoming customer inertia. Recent insights from behavioral economics suggest that in the context of long-term decision making, this leads to a situation where consumers do not make the choices that are best for society or, in fact, their own long-term interest. Nudging consumers to more environmentally friendly decisions by introducing a green default may be an effective way out of this dilemma. This chapter reports on marketing research that was done with customers of a Swiss electric utility ahead of the introduction of a green default, combining eye tracking, choice tasks, and interviews. We also report on the successful implementation of the research results, which led to a significant increase in revenues available for investment in new renewable energy facilities, and discuss implications for communication, marketing, and organizational dynamics.

Keywords: Green default; Behavioral economics; Inertia; Eye tracking; Green power marketing (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:mgmchp:978-3-319-46427-5_6

Ordering information: This item can be ordered from
http://www.springer.com/9783319464275

DOI: 10.1007/978-3-319-46427-5_6

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().