Lessons learned from renewable electricity marketing attempts: a case study

Rundle-Thiele, Sharyn and 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. ISSN 0007-6813

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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.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 23 Apr 2008 00:42
Last Modified: 02 Jul 2013 23:01
Uncontrolled Keywords: green marketing; market segmentation; consumer awareness; education
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150507 Pricing (incl. Consumer Value Estimation)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1016/j.bushor.2008.01.005
URI: http://eprints.usq.edu.au/id/eprint/4088

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