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Online marketingofgreenelectricityinGermany—A contentanalysis of providers’ websites

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There isanincreasingbodyofresearchonconsumerpreferencesconcerningelectricityfromrenewable
resources.Thepurposeofthisstudyistoanalyzehowproviders’ online marketinginoneofthemost
developed marketsforgreenenergycanbeimproved.Weconductedacontentanalysisofnearly480
providers’ websites,examiningasmanyas620products.Wefoundthatenergyproviders’ communication
seemstobeinlinewithacademicresearchonpotentialcustomerbenefits (utilitarianbenefits,
“warmglow”, natureexperience).However,communicationcouldbeimprovedbygivingmoredetailed
information ontheimpactoftheconsumer'sdecision,e.g.bygivingnumbersonCO2-emissions saved.
Moreover,providerscouldimprovetheeffectivenessoftheirvisualmessagesbyusingmorepictures
relatedtorenewableenergy.Further,self-expressivebenefits ofbuyinggreenenergycouldbecreatedby
offering merchandisearticlessymbolizingthecontributionaconsumermakesbychoosingagreentariff.
When comparingpurelygreenenergyproviderstootherproviders,wefoundthattheformeroffera
wider choiceaswellasmoreproductssupportingnewrenewableinstallations.Importantimplications
for policymakersaimingtophaseoutalternativeenergysubsidiesemergefromour findings.

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Ketersediaan

EJ20130

My Library

Tersedia

Informasi Detil

Judul Seri

-

No. Panggil

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Penerbit

Elsevier Ltd. : ., 2014

Deskripsi Fisik

10 p.

Bahasa

English

ISBN/ISSN

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Klasifikasi

NONE

Tipe Isi

-

Tipe Media

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Tipe Pembawa

online resource

Edisi

Energy Policy66(2014)257–266

Subyek

-

Info Detil Spesifik

Ejurnal

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

Komentar

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