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

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Author Info

  • Gossling, Stefan
  • Kunkel, Timo
  • Schumacher, Kim
  • Heck, Nadine
  • Birkemeyer, Johannes
  • Froese, Jens
  • Naber, Nils
  • Schliermann, Elke
Registered author(s):

    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Renewable and Sustainable Energy Reviews.

    Volume (Year): 9 (2005)
    Issue (Month): 1 (February)
    Pages: 69-83

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    Handle: RePEc:eee:rensus:v:9:y:2005:i:1:p:69-83

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    Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/600126/description#description

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    Related research

    Keywords: Consumer demand Energy markets Marketing Renewable energy Sustainable Development Willingness-to-pay;

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    Cited by:
    1. Delmas, Magali A. & Montes-Sancho, Maria J., 2011. "U.S. state policies for renewable energy: Context and effectiveness," Energy Policy, Elsevier, vol. 39(5), pages 2273-2288, May.
    2. Borchers, Allison M. & Duke, Joshua M. & Parsons, George R., 2007. "Does willingness to pay for green energy differ by source?," Energy Policy, Elsevier, vol. 35(6), pages 3327-3334, June.
    3. Stigka, Eleni K. & Paravantis, John A. & Mihalakakou, Giouli K., 2014. "Social acceptance of renewable energy sources: A review of contingent valuation applications," Renewable and Sustainable Energy Reviews, Elsevier, vol. 32(C), pages 100-106.
    4. Diaz-Rainey, Ivan & Ashton, John K., 2008. "Stuck between a ROC and a hard place? Barriers to the take up of green energy in the UK," Energy Policy, Elsevier, vol. 36(8), pages 3043-3051, August.
    5. Van de Velde, Liesbeth & Verbeke, Wim & Popp, Michael & Van Huylenbroeck, Guido, 2010. "The importance of message framing for providing information about sustainability and environmental aspects of energy," Energy Policy, Elsevier, vol. 38(10), pages 5541-5549, October.
    6. Liao, Shu-Yi & Tseng, Wei-Chun & Chen, Chi-Chung, 2010. "Eliciting public preference for nuclear energy against the backdrop of global warming," Energy Policy, Elsevier, vol. 38(11), pages 7054-7069, November.

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