Skip to main content
SpringerLink
Log in

Understanding the Green Energy Consumer

  • Konzepte
  • Published:
Marketing Review St. Gallen

Abstract

A threefold increase in crude oil prices over the last five years, growing concern about climate change, and public policies promoting renewable energy have begun to cause a fundamental transformation of the housing industry. In this phase of discontinuous change, it is essential for both incumbent heating marketers as well as new entrants to understand shifting customer preferences. This article provides critical insights for successful creation of customer value with new residential energy technologies.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Faiers, A./ Neame, Ch. (2006): Consumer attitudes towards domestic solar power systems, in: Energy Policy, 34, pp. 1797–1806.

    Article  Google Scholar 

  • Fern, E. F. (2002): Advanced focus group research, Thousand Oaks, CA.

  • Haas, R./ Ornetzeder, M./ Hametner, K./ Wroblewski, A./ Hübner, M. (1999): Socio-Economic Aspects of the Austrian 200 kWp-Photovoltaic-Rooftop Programme, in: Solar energy, 66,3, pp. 183–199.

    Article  Google Scholar 

  • Jackson, T. (2005): Live Better by Consuming Less? Is There a “Double Dividend” in Sustainable Consumption? In: Journal of Industrial Ecology, 9,1–2, pp. 19–36.

    Article  Google Scholar 

  • Keane, B. (2006): Marketing clean energy in the United States, in: Bürer, M. J./ Wüstenhagen, R. (2006): Social Acceptance of Renewable Energy Innovation, Research Conference, February 2006, Proceedings (www.iwoe.unisg.ch/energy).

  • LaPiere, R. T. (1934): Attitudes vs. Actions, in: Social Forces, 13,2, pp. 230–237.

    Article  Google Scholar 

  • Markard, J./ Holt, E. (2003): Disclosure of electricity products — lessons from consumer research as guidance for energy policy, in: Energy Policy, 31,14, pp. 1459–1474.

    Article  Google Scholar 

  • McKenzie-Mohr, D. (2000): Promoting Sustainable Behaviour: An Introduction to Community-Based Social Marketing, in: Journal of Social Issues, 56,3, 2000, pp. 543–554.

    Article  Google Scholar 

  • McKenzie-Mohr, D./ Smith, W. (1999): Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, Gabriola Island, British Columbia, Canada.

  • Ott, W./ Klingler, G./ Philippen, D. (2007): Einsatz von Sonnenkollektoren auf dem Gebiet der Stadt Zürich, Ecoconcept AG, Zürich.

  • Pehnt, M./ Cames M./ Fischer C./ Praetorius B./ Schneider L./ Schumacher K./ Voss J.-P. (2006): Micro Cogeneration — towards decentralized energy systems, Berlin.

  • Rogers, E. M. (1995): Diffusion of innovations, in fourth ed. Free Press, New York.

    Google Scholar 

  • Truffer, B./ Bruppacher, S./ Behringer, J. (2001): Nachfrage nach Ökostrom. Ergebnisse einer Fokusgruppenbefragung in den Städten Bern, Zürich und Stuttgart, in: Ökostrom-Publikationsreihe Nr. 8, EAWAG, Kastanienbaum.

    Google Scholar 

  • Tutt, T./ Davis, C. (1998): The Power Content Label: A Tool For Building A Consumer-Driven Market For Renewable Power, paper presented at the 1998 American Council for an Energy-Efficient Economy (ACEEE) summer study on energy efficiency in buildings, August 24, Pacific Grove CA.

  • Wortmann, K./ Klitzke, M./ Lörx, S./ Menges, R. (1996): Grüner Tarif. Klimaschutz durch freiwillige Kundenbeiträge zum Stromtarif. Akzeptanz, Umsetzung, Verwendung, Studie 2 der Energiestiftung Schleswig-Holstein, Kiel.

  • Wüstenhagen, R. (2000): Ökostrom — von der Nische zum Massenmarkt, vdf Hochschulverlag AG, Zürich.

  • Wüstenhagen, R./ Wolsink, M./ Bürer, M. J. (2007): Social acceptance of renewable energy innovation: an introduction to the concept, in: Energy Policy, 35,5: 2683–2691.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Institute for Economy and the Environment at the University of St.Gallen, St.Gallen, Germany

    Josef Kaenzig & Rolf Wüstenhagen

Authors
  1. Josef Kaenzig
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Rolf Wüstenhagen
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Josef Kaenzig.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Kaenzig, J., Wüstenhagen, R. Understanding the Green Energy Consumer. Thexis 25, 12–16 (2008). https://doi.org/10.1007/s11621-008-0057-3

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11621-008-0057-3

Keywords

Search

Navigation