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Competing on service and branding in the renewable electricity sector

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  • Paladino, Angela
  • Pandit, Ameet P.

Abstract

Green marketing research has traditionally analysed the effect of attitudes and norms on purchase intentions and behaviours. While we are aware of research examining attitudes and behaviours towards green tangible products (e.g., Paladino, 2005), there is no understanding regarding how these factors apply to intangible renewable power services. Similarly, branding and its effects are scant in a contemporary green marketing context. Of this research, most has evaluated the product and not service brands. Some have researched the extent of green branding and its effects on attitudes (e.g., Hartman et al., 2005). Despite this, research evaluating the role of renewable electricity retailer brands and their characteristics is limited. This study works towards understanding this and seeks to bind the existing branding, services marketing and consumer behaviour literatures to understand the motivators behind renewable electricity purchase in Australia.

Suggested Citation

  • Paladino, Angela & Pandit, Ameet P., 2012. "Competing on service and branding in the renewable electricity sector," Energy Policy, Elsevier, vol. 45(C), pages 378-388.
    • Handle: RePEc:eee:enepol:v:45:y:2012:i:c:p:378-388
    DOI: 10.1016/j.enpol.2012.02.046
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    References listed on IDEAS

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    1. Dagher, Leila & Bird, Lori & Heeter, Jenny, 2017. "Residential green power demand in the United States," Renewable Energy, Elsevier, vol. 114(PB), pages 1062-1068.
    2. Chmutina, Ksenia & Goodier, Chris I., 2014. "Alternative future energy pathways: Assessment of the potential of innovative decentralised energy systems in the UK," Energy Policy, Elsevier, vol. 66(C), pages 62-72.
    3. 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.
    4. Wang, Junqi & Cao, Hongjun, 2022. "Improving competitive strategic decisions of Chinese coal companies toward green transformation: A hybrid multi-criteria decision-making model," Resources Policy, Elsevier, vol. 75(C).
    5. Mengelkamp, Esther & Schönland, Thomas & Huber, Julian & Weinhardt, Christof, 2019. "The value of local electricity - A choice experiment among German residential customers," Energy Policy, Elsevier, vol. 130(C), pages 294-303.
    6. Gabriella Doci & Eleftheria Vasileiadou, 2014. "“Let’s do it ourselves”: Individual motivations for investing in renewables at community level," Working Papers 14-08, Eindhoven Center for Innovation Studies, revised Mar 2014.
    7. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    8. 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.
    9. Pandit, Ameet & Vilches-Montero, Sonia, 2016. "Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 355-360.
    10. Dóci, Gabriella & Vasileiadou, Eleftheria, 2015. "“Let׳s do it ourselves” Individual motivations for investing in renewables at community level," Renewable and Sustainable Energy Reviews, Elsevier, vol. 49(C), pages 41-50.
    11. Hartmann, Patrick & Apaolaza, Vanessa & D'Souza, Clare & Echebarria, Carmen & Barrutia, Jose M., 2013. "Nuclear power threats, public opposition and green electricity adoption: Effects of threat belief appraisal and fear arousal," Energy Policy, Elsevier, vol. 62(C), pages 1366-1376.

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