Lessons learned from renewable electricity marketing attempts: a case study
Article
Article Title | Lessons learned from renewable electricity marketing attempts: a case study |
---|---|
ERA Journal ID | 19156 |
Article Category | Article |
Authors | Rundle-Thiele, Sharyn (Author), Paladino, Angela (Author) and Apostol, Sergio Antonio G. Jr. (Author) |
Journal Title | Business Horizons |
Journal Citation | 51 (3), pp. 181-190 |
Number of Pages | 10 |
Year | 2008 |
Place of Publication | United States |
ISSN | 0007-6813 |
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. |
Keywords | green marketing; market segmentation; consumer awareness; education |
ANZSRC Field of Research 2020 | 350610. Pricing (incl. consumer value estimation) |
350606. Marketing research methodology | |
520599. Social and personality psychology not elsewhere classified | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
University of Melbourne | |
Griffith University |
https://research.usq.edu.au/item/9yq9z/lessons-learned-from-renewable-electricity-marketing-attempts-a-case-study
Download files
2025
total views4278
total downloads2
views this month1
downloads this month