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Marketing Green Energy Tariffs in the B2B Sector - Europe
Datamonitor, July 2011, Pages: 128
Introduction
Legislative pressure and increasing environmental concern among both consumers and businesses are prompting utility providers to generate more electricity from renewable sources. Utilities and ESCOs are looking to harness the opportunities represented by environmentally conscious customers.
Features and benefits
- An understanding of the awareness levels of green energy among businesses in European countries.
- An overview of legislations and certifications applicable to European businesses for green energy adoption.
- Assessment of businesses' behavior in terms of green energy uptake, their willingness to pay green tariff, and factors influencing their choice.
Highlights
Awareness of green energy is quite high among European countries. A large percentage of companies are willing to adopt green energy in some countries, even if it means paying a premium. Cost has a major influence on businesses’ choices to adopt green energy.
Germany, the UK, Italy, and France show high levels of green adoption and high willingness to pay a premium for green energy. The Netherlands shows the highest level of green energy adoption, but the lowest willingness to pay extra. Spain, on the other hand, has the lowest level of adoption and high willingness to pay a premium.
Environmental benefits are the major driver behind companies adopting renewable energy. Additionally, monetary considerations are important, with more than 70% of companies in most countries stating that the award of government tax credits and the monetary savings that can be achieved played a major role in their decision to adopt green energy.
Your key questions answered
- Identify target business segments based on their behavior towards green energy adoption or their willingness to pay green tariff.
- Develop marketing strategies targeted at key decision-makers for energy procurement using appropriate information channel.
- Determine market attractiveness based on legislative environment and behavior of businesses in the country compared to other parts of the world.
- Benchmarking European countries against each other as well as other parts of the globe.
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