Choosing to subscribe to power from renewable energy sources has been available to Australian households for more than a decade, but consumer uptake remains low for some green marketers. This case study used a retailer’s perspective to examine the implementation of a green marketing program for renewable electricity distributors. Based on interviews, internal company documents, and secondary research, findings show that effective differentiation for renewable energy that is required to increase consumer invo … Read more »

Choosing to subscribe to power from renewable energy sources has been available to Australian households for more than a decade, but consumer uptake remains low for some green marketers. This case study used a retailer’s perspective to examine the implementation of a green marketing program for renewable electricity distributors. Based on interviews, internal company documents, and secondary research, findings show that effective differentiation for renewable energy that is required to increase consumer participation levels and the likelihood of return. While the lack of consumer understanding of, and interest in renewable energy, the marketing program relies on customers to seek information. It was obvious the success of green marketing programs depends on the integration of education in a targeted marketing program emphasizes functional and emotional values ​​to differentiate renewable energy and to facilitate consumer decision making.
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from
Sharyn Rundle-Thiele,
Angela Paladino,
Sergio Antonio G. Apostol Jr.
Source: Business Horizons
10 pages.
Release Date: 15, May 2008. Prod #: BH274-PDF-ENG
Lessons from Renewable Electricity marketing attempts Learned: A Case Study HBR case solution