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Lessons learned from renewable electricity marketing attempts: A case study

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  • Rundle-Thiele, Sharyn
  • Paladino, Angela
  • Apostol Jr., Sergio Antonio G.

Abstract

The choice of subscribing to renewable electricity has been available to Australian households for more than a decade, yet consumer uptake remains low for some green marketers. This case study uses a retailer's perspective to examine the implementation of a green marketing program for a renewable electricity retailer. Based on interviews, internal company documentation, and secondary research, findings show that effective differentiation for renewable energy is required to increase consumer involvement levels and the likelihood of consideration. While consumers lack understanding of, and interest in, renewable energy, the marketing program relied on customers to seek information. It was apparent the success of green marketing programs depends on the integration of education into a carefully targeted marketing program emphasizing functional and emotional values to differentiate renewable energy and simplify consumer decision-making processes.

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  • Rundle-Thiele, Sharyn & Paladino, Angela & Apostol Jr., Sergio Antonio G., 2008. "Lessons learned from renewable electricity marketing attempts: A case study," Business Horizons, Elsevier, vol. 51(3), pages 181-190.
    • Handle: RePEc:eee:bushor:v:51:y:2008:i:3:p:181-190
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    6. Hanimann, Raphael & Vinterbäck, Johan & Mark-Herbert, Cecilia, 2015. "Consumer behavior in renewable electricity: Can branding in accordance with identity signaling increase demand for renewable electricity and strengthen supplier brands?," Energy Policy, Elsevier, vol. 78(C), pages 11-21.
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