Content

The expansion of renewable energies in Germany is primarily driven by the Renewable Energies Act (EEG). However, this supporting scheme is limited in time and furthermore faces increasing acceptance problems. Therefore, the effective marketing of renewable energies, e.g. green electricity is becoming increasingly important. In the long term, consumers need to be persuaded to buy green electricity on a voluntary basis. Many studies are devoted to consumer preferences in this area. In our project, we examined how suppliers react to consumer preferences and how they shape their product and communication policies. For this purpose, we have carried out a content analysis of provider websites and analyzed approx. 600 green electricity products. The results are available and have been published.

The results are available and have been published.

Project members

ISR (Prof. Dr. Carsten Herbes, Prof. Dr. Iris Ramme), Dr. Christian Friege

Duration

Q4/2011 – Q4/2017

Public funding

None