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| 1 |
ID:
127906
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| Publication |
2014.
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| Summary/Abstract |
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.
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| 2 |
ID:
127874
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| Publication |
2014.
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| Summary/Abstract |
We review long-term electric utility plans representing ~90% of generation within the Western U.S. and Canadian provinces. We address what utility planners assume about future growth of electricity demand and supply; what types of risk they consider in their long-term resource planning; and the consistency in which they report resource planning-related data. The region is anticipated to grow by 2% annually by 2020 - before Demand Side Management. About two-thirds of the utilities that provided an annual energy forecast also reported energy efficiency savings projections; in aggregate, they anticipate an average 6.4% reduction in energy and 8.6% reduction in peak demand by 2020. New natural gas-fired and renewable generation will replace retiring coal plants. Although some utilities anticipate new coal-fired plants, most are planning for steady growth in renewable generation over the next two decades. Most planned solar capacity will come online before 2020, with most wind expansion after 2020. Fuel mix is expected to remain ~55% of total generation. Planners consider a wide range of risks but focus on future demand, fuel prices, and the possibility of GHG regulations. Data collection and reporting inconsistencies within and across electric utility resource plans lead to recommendations on policies to address this issue.
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