Lessons learned from renewable electricity marketing attempts: a case study

Article

Rundle-Thiele, Sharyn, Paladino, Angela and Apostol, Sergio Antonio G. Jr.. 2008. "Lessons learned from renewable electricity marketing attempts: a case study." Business Horizons. 51 (3), pp. 181-190. https://doi.org/10.1016/j.bushor.2008.01.005
Article Title

Lessons learned from renewable electricity marketing attempts: a case study

ERA Journal ID19156
Article CategoryArticle
AuthorsRundle-Thiele, Sharyn (Author), Paladino, Angela (Author) and Apostol, Sergio Antonio G. Jr. (Author)
Journal TitleBusiness Horizons
Journal Citation51 (3), pp. 181-190
Number of Pages10
Year2008
Place of PublicationUnited States
ISSN0007-6813
Digital Object Identifier (DOI)https://doi.org/10.1016/j.bushor.2008.01.005
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.

Keywordsgreen marketing; market segmentation; consumer awareness; education
ANZSRC Field of Research 2020350610. Pricing (incl. consumer value estimation)
350606. Marketing research methodology
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsSchool of Management and Marketing
University of Melbourne
Griffith University
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