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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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    2. 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.
    3. Barrios-O’Neill, Danielle & Schuitema, Geertje, 2016. "Online engagement for sustainable energy projects: A systematic review and framework for integration," Renewable and Sustainable Energy Reviews, Elsevier, vol. 54(C), pages 1611-1621.
    4. Bashiri, Ali & Alizadeh, Sasan H., 2018. "The analysis of demographics, environmental and knowledge factors affecting prospective residential PV system adoption: A study in Tehran," Renewable and Sustainable Energy Reviews, Elsevier, vol. 81(P2), pages 3131-3139.
    5. Chen, Kee Kuo, 2014. "Assessing the effects of customer innovativeness, environmental value and ecological lifestyles on residential solar power systems install intention," Energy Policy, Elsevier, vol. 67(C), pages 951-961.
    6. Herbes, Carsten & Ramme, Iris, 2014. "Online marketing of green electricity in Germany—A content analysis of providers’ websites," Energy Policy, Elsevier, vol. 66(C), pages 257-266.
    7. Oliver, Henry & Volschenk, Jako & Smit, Eon, 2011. "Residential consumers in the Cape Peninsula's willingness to pay for premium priced green electricity," Energy Policy, Elsevier, vol. 39(2), pages 544-550, February.
    8. Mostaghel, Rana & Oghazi, Pejvak & Lisboa, Ana, 2023. "The transformative impact of the circular economy on marketing theory," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    9. Hafner, Rebecca J. & Elmes, David & Read, Daniel, 2019. "Promoting behavioural change to reduce thermal energy demand in households: A review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 102(C), pages 205-214.
    10. Li, Wei & Song, Guojun & Beresford, Melanie & Ma, Ben, 2011. "China's transition to green energy systems: The economics of home solar water heaters and their popularization in Dezhou city," Energy Policy, Elsevier, vol. 39(10), pages 5909-5919, October.
    11. Barjak, F. & Lindeque, J. & Koch, J. & Soland, M., 2022. "Segmenting household electricity customers with quantitative and qualitative approaches," Renewable and Sustainable Energy Reviews, Elsevier, vol. 157(C).

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