Abstract
Introduction
National and EU governments are now showing the level of commitment to the
green energy sector that would encourage the development and marketing of
green retail energy tariffs. There is scope for suppliers to boost their green
energy sales by filling a growing gap in the marketplace as green regulations
increasingly take hold.
Scope of this research
- Ten years of renewable power generation data for the USA, Europe, East /
Southeast Asia, Oceania and South Asia.
- A detailed review of European consumer perceptions about climate change
and the way in which these could be leveraged by utilities.
- A review of some of the significant efforts in green tariff marketing: in
the United States, the United Kingdom, the Netherlands and Australia.
- A review of some of the world' s most pioneering green programs and how
best practices can help offset current market structure limitations.
Research and analysis highlights
Legislation and green awareness have spurred the generation of renewable
power, led by EU Member States. Governments play a crucial role in making
green energy economically viable, by stimulating the supply side, yet the
green B2C market remains very much a marginal part of the power industry and
has achieved a fraction of its true potential.
Green tariffs will remain peripheral where suppliers only market them at a
premium. Residential customers need reassurances that they are actually buying
real green power. Excessively pushing the environmental angle may breed
customer cynicism and be counterproductive. Pioneers of green programs have
learned to stay clear of these pitfalls.
Green energy is subject to the economic needs of stakeholders and their wider
regulatory constraints, yet the growing issue of climate change now provides
suppliers with opportunities in selling green energy. For now, utilities can
overcome market structure limitations by deploying best practices that centre
on price, product and promotion.
Key reasons to purchase this research
- Determine how utilities can lobby governments and amend their own internal
product management operations to sustainably boost green B2C sales.
- Determine what consumers are willing to do to fight climate change, what
products and services they are likely to take up and at what additional cost.
- Understand how and why certain providers and countries are fairing much
better than others in their efforts to market green energy.
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