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Some Basic Concepts for Marketing Renewable Energy

In: Marketing Renewable Energy

Author

Listed:
  • Christian Friege
  • Carsten Herbes

    (Nuertingen-Geislingen University)

Abstract

Against the background of a modern understanding of marketing, which stresses value orientation and the interactive web, the attributes of renewable energy (commodity, low-involvement product, credence good, partially public good, product that needs explanation in two dimensions, and prosumer good), as well as the aims of the consumers of renewable energy, a marketing mix for green energy is developed. Policies on the product, pricing, distribution, and communication are analyzed in detail and presented with a particular focus on the specifics of regenerative energy.

Suggested Citation

  • Christian Friege & Carsten Herbes, 2017. "Some Basic Concepts for Marketing Renewable Energy," Management for Professionals, in: Carsten Herbes & Christian Friege (ed.), Marketing Renewable Energy, pages 3-26, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-46427-5_1
    DOI: 10.1007/978-3-319-46427-5_1
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    Cited by:

    1. Lehmann, Nico & Sloot, Daniel & Schüle, Christopher & Ardone, Armin & Fichtner, Wolf, 2023. "The motivational drivers behind consumer preferences for regional electricity – Results of a choice experiment in Southern Germany," Energy Economics, Elsevier, vol. 120(C).
    2. Andrew Blohm & Jaden Crawford & Steven A. Gabriel, 2021. "Demand Response as a Real-Time, Physical Hedge for Retail Electricity Providers: The Electric Reliability Council of Texas Market Case Study," Energies, MDPI, vol. 14(4), pages 1-16, February.
    3. Rilling, Benedikt & Kurz, Peter & Herbes, Carsten, 2024. "Renewable gases in the heating market: Identifying consumer preferences through a Discrete Choice Experiment," Energy Policy, Elsevier, vol. 184(C).
    4. Lehmann, Nico & Sloot, Daniel & Ardone, Armin & Fichtner, Wolf, 2021. "The limited potential of regional electricity marketing – Results from two discrete choice experiments in Germany," Energy Economics, Elsevier, vol. 100(C).

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