دانلود مقاله ISI انگلیسی شماره 47215
عنوان فارسی مقاله

بازاریابی آنلاین برق سبز در آلمان- تجزیه و تحلیل محتوای وب سایت ارائه دهندگان خدمات

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
47215 2014 10 صفحه PDF سفارش دهید 7950 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Online marketing of green electricity in Germany—A content analysis of providers’ websites
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Energy Policy, Volume 66, March 2014, Pages 257–266

کلمات کلیدی
قدرت بازاریابی سبز - انرژی تجدید پذیر - تحلیل محتوا
پیش نمایش مقاله
پیش نمایش مقاله بازاریابی آنلاین برق سبز در آلمان-  تجزیه و تحلیل محتوای وب سایت ارائه دهندگان خدمات

چکیده انگلیسی

There is an increasing body of research on consumer preferences concerning electricity from renewable resources. The purpose of this study is to analyze how providers’ online marketing in one of the most developed markets for green energy can be improved. We conducted a content analysis of nearly 480 providers’ websites, examining as many as 620 products. We found that energy providers’ communication seems to be in line with academic research on potential customer benefits (utilitarian benefits, “warm glow”, nature experience). However, communication could be improved by giving more detailed information on the impact of the consumer's decision, e.g. by giving numbers on CO2-emissions saved. Moreover, providers could improve the effectiveness of their visual messages by using more pictures related to renewable energy. Further, self-expressive benefits of buying green energy could be created by offering merchandise articles symbolizing the contribution a consumer makes by choosing a green tariff. When comparing purely green energy providers to other providers, we found that the former offer a wider choice as well as more products supporting new renewable installations. Important implications for policy makers aiming to phase out alternative energy subsidies emerge from our findings.

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