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Wind Power Capacity in EU grew by 34% in 2002 (source: Ewea) and will continue,

Carbon savings of 56m tons would be generated if 10% of European business energy consumption and 30% of public authority energy consumption met Eugene renewable electricity criteria (source: WWF). Wind Power Capacity in EU grew by 34% in 2002 (source: Ewea) and will continue,

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Wind Power Capacity in EU grew by 34% in 2002 (source: Ewea) and will continue,

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  1. Carbon savings of 56m tons would be generated if 10% of European business energy consumption and 30% of public authority energy consumption met Eugene renewable electricity criteria (source: WWF)

  2. Wind Power Capacity in EU grew by 34% in 2002 (source: Ewea) and will continue, But, excluding Germany (55% of EU Wind Capacity), Spain & Denmark, capacity is still tiny. We believe in a Carrot & Stick approach to expanding the market further

  3. In co-operation with U N I V E R S I T Y O F V A A S A vaasaemg nordic centre for expertise in energy & utilities marketing Green By Demand Pan-European research to find how to substantially increase business customers’ demand for green electricity Merinova Tuulivoima Seminaari 12 Helmikuuta, Vaasa Dr Philip E. Lewis, Merja Pakkanen, Matthieu Griffioen & Constance Bönsch

  4. Explore why some businesses have purchased green electricity whilst others have not Suggest marketing strategies and approaches which might lead to increases in demand Understand processes and conditions leading to or preventing purchase of green electricity Objectives

  5. Methodology 1042 Questionnaire responses from businesses which currently do not buy green electricity(non-green buyers) + 92 In-depth telephone interviews with businesses & some other organizations (green buyers) + 61 Questionnaire responses from businesses which currently buy green electricity (green buyers)

  6. Countries Germany Britain (UK) Netherlands Sweden Finland Research in 5 languages

  7. Independence of the Research The research was entirely collected and analyzed by the University of Vaasa and is funded entirely through the sale of the report and the University of Vaasa.

  8. Some Results– Non-Green Buyers’ Intentions Over 33% of businessesfeel they are quite or very likely to specifically purchase ’green electricity’ in the foreseeable future

  9. Some Results– Non-Green Buyers’ Behaviour yes, but intentions are one thing and action is another So, What Affects Action ?

  10. Some Results– Non-Green Buyers’ Opinions DIFFERENT OR MIXED VIEWS

  11. Some Results– Success Factors Produce It Pool It Offer It Understand The Complex Decision Process Customized Offerings Approach the Right Targets Price Discrimination Integrated Ethics More Inspired, & Direct Marketing Communication of Commercial Benefits Re-think the Argument & Imagery Improved Labelling & Communication Opportunism Patience Locality Pragmatism ETC.

  12. Some Results– Non-Green Buyers GROUPS OF BUSINESSES identified through factor analysis Green Intentions Confused Positives Sceptical Masses

  13. Some Results– Non-Green Buyers UNAWARENESS ”Green electricity is a new concept to us. It has never been offered tous by any of the suppliers we annually approach for contracts” 20% of businesses have not purchased green electricity because (partly) they have not even known about the possibility

  14. Some Results– Non-Green Buyers OPEN TO OFFERS ”We recently tendered for a £2m per year contract,NO potential supplier offered any green electricity” 64% of businesses have not purchased green electricity because (partly) no supplier has even offered it to them

  15. Some Results– Non-Green Buyers PRICE SENSITIVITY ”Questions about ’green electricity’ do not have a high priority in a company thathas its hands full with surviving and avoidingbankruptcy” But 38% of businesses likely to buy green electricity consider price not particularly or at all important

  16. Some Results– Non-Green Buyers LACK OF TRUST & RESPECT ”The green electricity industry is badly organized, dysfunctional and un-transparent.Too many offers, too little product”

  17. vaasaemg nordic centre for expertise in energy & utilities marketing VaasaEmg is a leading, internationally recognized centre of research and expertise in electricity and related utilities marketing strategy. We have 6 years of experience in deregulated marketing, focusing especially on issues such as customer behaviour, pricing, relationship marketing, loyalty and switching behaviour, service quality, customer satisfaction and new business areas. Our expertise comes from a unique mix of practical experience, marketing & research skills, original research & specialization. Our list of client references contains more than 130 businesses and other organizations including Fortum, ABB, Nokia and the Finnish Ministry of Trade and Industry. VaasaEmg is a key partner in the new Global Round-Table of Energy & Utilities Marketing Experts which currently contains 12 leading groups of experts from around the world. We are also the chief editor of the Energyforum Global Report, produced by the Global Round-Table of Energy and Utilities Marketing Experts. We are a part of Finland's leading consumer behaviour research centre at the University of Vaasa & Finland's official Centre for Expertise in Energy Technology & Economy.

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