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2017 | OriginalPaper | Chapter

Some Basic Concepts for Marketing Renewable Energy

Authors : Christian Friege, Carsten Herbes

Published in: Marketing Renewable Energy

Publisher: Springer International Publishing

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Abstract

Against the background of a modern understanding of marketing, which stresses value orientation and the interactive web, the attributes of renewable energy (commodity, low-involvement product, credence good, partially public good, product that needs explanation in two dimensions, and prosumer good), as well as the aims of the consumers of renewable energy, a marketing mix for green energy is developed. Policies on the product, pricing, distribution, and communication are analyzed in detail and presented with a particular focus on the specifics of regenerative energy.

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next chapter Global Markets and Trends for Renewables
Footnotes
1
However, Dulleck et al. (2011) only assigned high relevance to reputation in cases where liability and competition were not strongly developed. In the case of renewable energy, reputation largely replaces liability.
 
3
For example: “In contrast, the involvement in the case of utilities tends to be lower. Without involvement, true brand loyalty cannot emerge.…The lower the involvement, the higher is the importance of market factors such as market presence or price.” (TNS Infratest 2008).
 
4
Since 2010, the coffee shop and retailer have been offering green electricity, which is certified by ok-power and TÜV, respectively, however, without naming the power plants of origin. The “climate-friendly gas” is created through a complete compensation of CO2 emissions via gold standard certificates (Tchibo 2014).
 
6
The attributes of low-involvement and credence goods in fact imply that even products where greenwashing must be assumed can be successful in the marketplace, at least in the short run.
 
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Metadata
Title
Some Basic Concepts for Marketing Renewable Energy
Authors
Christian Friege
Carsten Herbes
Copyright Year
2017
Book
Marketing Renewable Energy

Print ISBN: 978-3-319-46426-8

Electronic ISBN: 978-3-319-46427-5

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-46427-5_1