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

  • Gossling, Stefan
  • Kunkel, Timo
  • Schumacher, Kim
  • Heck, Nadine
  • Birkemeyer, Johannes
  • Froese, Jens
  • Naber, Nils
  • Schliermann, Elke
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    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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    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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    1. Wiser, Ryan H., 1998. "Green power marketing: increasing customer demand for renewable energy," Utilities Policy, Elsevier, vol. 7(2), pages 107-119, June.
    2. Bird, L. & Wüstenhagen, R. & Aabakken, J., 2002. "A review of international green power markets: recent experience, trends, and market drivers," Renewable and Sustainable Energy Reviews, Elsevier, vol. 6(6), pages 513-536, December.
    3. Isaac, R. Mark & McCue, Kenneth F. & Plott, Charles R., . "Public Goods Provision in an Experimental Environment," Working Papers 428, California Institute of Technology, Division of the Humanities and Social Sciences.
    4. Rader, Nancy A. & Norgaard, Richard B., 1996. "Efficiency and sustainability in restructured electricity markets: the renewables portfolio standard," The Electricity Journal, Elsevier, vol. 9(6), pages 37-49, July.
    5. Wustenhagen, Rolf & Markard, Jochen & Truffer, Bernhard, 2003. "Diffusion of green power products in Switzerland," Energy Policy, Elsevier, vol. 31(7), pages 621-632, June.
    6. Ringel, M., 2003. "Liberalising European electricity markets: opportunities and risks for a sustainable power sector," Renewable and Sustainable Energy Reviews, Elsevier, vol. 7(6), pages 485-499, December.
    7. Zarnikau, Jay, 2003. "Consumer demand for `green power' and energy efficiency," Energy Policy, Elsevier, vol. 31(15), pages 1661-1672, December.
    8. Nakarado, Gary L, 1996. "A marketing orientation is the key to a sustainable energy future," Energy Policy, Elsevier, vol. 24(2), pages 187-193, February.
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