IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-319-46427-5_6.html
   My bibliography  Save this book chapter

Introducing Green Electricity as the Default Option

In: Marketing Renewable Energy

Author

Listed:
  • Sylviane Chassot

    (University of St. Gallen)

  • Rolf Wüstenhagen

    (University of St. Gallen)

  • Nicole Fahr

    (University of St. Gallen)

  • Peter Graf

    (St.Galler Stadtwerke)

Abstract

One of the key challenges in marketing (green) electricity is overcoming customer inertia. Recent insights from behavioral economics suggest that in the context of long-term decision making, this leads to a situation where consumers do not make the choices that are best for society or, in fact, their own long-term interest. Nudging consumers to more environmentally friendly decisions by introducing a green default may be an effective way out of this dilemma. This chapter reports on marketing research that was done with customers of a Swiss electric utility ahead of the introduction of a green default, combining eye tracking, choice tasks, and interviews. We also report on the successful implementation of the research results, which led to a significant increase in revenues available for investment in new renewable energy facilities, and discuss implications for communication, marketing, and organizational dynamics.

Suggested Citation

  • Sylviane Chassot & Rolf Wüstenhagen & Nicole Fahr & Peter Graf, 2017. "Introducing Green Electricity as the Default Option," Management for Professionals, in: Carsten Herbes & Christian Friege (ed.), Marketing Renewable Energy, pages 109-122, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-46427-5_6
    DOI: 10.1007/978-3-319-46427-5_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-319-46427-5_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.