| ID | 127906 |
| Title Proper | Online marketing of green electricity in Germany |
| Other Title Information | a content analysis of providers' websites |
| Language | ENG |
| Author | Herbes, Carsten ; Ramme, Iris |
| Publication | 2014. |
| Summary / Abstract (Note) | There is an increasing body of research on consumer preferences concerning electricity from renewable resources. The purpose of this study is to analyze how providers' online marketing in one of the most developed markets for green energy can be improved. We conducted a content analysis of nearly 480 providers' websites, examining as many as 620 products. We found that energy providers' communication seems to be in line with academic research on potential customer benefits (utilitarian benefits, "warm glow", nature experience). However, communication could be improved by giving more detailed information on the impact of the consumer's decision, e.g. by giving numbers on CO2-emissions saved. Moreover, providers could improve the effectiveness of their visual messages by using more pictures related to renewable energy. Further, self-expressive benefits of buying green energy could be created by offering merchandise articles symbolizing the contribution a consumer makes by choosing a green tariff. When comparing purely green energy providers to other providers, we found that the former offer a wider choice as well as more products supporting new renewable installations. Important implications for policy makers aiming to phase out alternative energy subsidies emerge from our findings. |
| `In' analytical Note | Energy Policy Vol. 66, No. ; March 2014: p.257-266 |
| Journal Source | Energy Policy Vol. 66, No. ; March 2014: p.257-266 |
| Key Words | Statistical Data ; Energy Data ; Data Analysis ; Green Electricity ; Germany ; Online Marketing ; New Trade Trends ; Energy Policy ; Energy Supply ; Energy Demand ; Internet ; Mass Media ; Renewable Energy ; Traditional Energy Sources ; Non Traditional Energy Sources ; Economic Development ; Environment Security ; Green Energy Demand |