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A target group-specific approach to "green" power retailing: students as consumers of renewable energy

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Author

  • Stefan Gössling
  • T Kunkel
  • K Schumacher
  • N Heck
  • J Birkemeyer
  • J Froese
  • N Naber
  • E Schliermann

Summary, in English

An extensive body of literature exists on the obstacles that have to be overcome in green power retailing. In this article, target group-specific marketing is evaluated as a strategy to increase the share of residential customers of green power. A sample of students in the city of Freiburg, Germany was interviewed in order to assess their awareness of environmental issues, their willingness to change to green power products, and to better understand individual hindrances in changing the power supplier. The analysis shows that students are highly positive towards green power products, but for several reasons difficult to reach in marketing campaigns. Aspects to be considered in addressing this consumer-group include the students' particular expectations towards green products, their living-conditions, price sensitivity, and their perception of the relative effort involved in changing the power provider.

Publishing year

2005

Language

English

Pages

69-83

Publication/Series

Renewable & Sustainable Energy Reviews

Volume

9

Issue

1

Document type

Journal article review

Publisher

Elsevier

Topic

  • Social Sciences Interdisciplinary

Keywords

  • sustainable development
  • renewable energy
  • marketing
  • consumer demand
  • energy markets
  • willingness-to-pay

Status

Published

ISBN/ISSN/Other

  • ISSN: 1364-0321