Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Wiser, Ryan; Olson, Scott; Bird, Lori; Swezey, B.

doi:10.1260/0958305053516172

Cited by 8 publications

(3 citation statements)

References 13 publications

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“…Customers respond well to premium pricing tactics in several regions. The quality of items with green premium pricing has also been proven to be greater [72]. Furthermore, research have shown that the majority of consumers are prepared to pay a premium for already available ecologically friendly items [73].…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

et al. 2022

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Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketing tactics to encourage consumers to buy green goods. The intention to buy green products was examined in relation to factors such as eco-labelling, green packaging and branding, and green products, premium, and pricing. This study analyses a model that incorporates green marketing techniques based on the responses of 450 people to a survey. In addition, the paper investigates the moderating effect of green brand image and customer views on the environment on the link between green marketing and green purchase intentions. This study’s framework is confirmed by using structural equation modelling (SEM). The findings of this study show that green marketing methods significantly and positively affect customers’ intentions to make environmentally friendly purchases. When looking at the path coefficient between green marketing techniques and green purchase intents, we discovered that green brand image and customer environmental attitudes considerably moderated this relationship. This study provides regional and international enterprises and governments with information on how to enhance consumers’ intentions to make green purchases. Significant findings from this study support favourable social behaviour toward green marketing. Towards the examination of the consumers’ green purchasing intents, this research underlined the importance and function of green brand image and customer attitudes regarding the environment. The packing of the items should be eco-friendly and prevent excessive paper and plastic packaging. Companies should leverage the environmental features of their products for branding purposes.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

et al. 2022

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“…10. Wiser et al (2005), Mewton & Cacho (2011), Conte &Jacobsen (2016), andDagher et al (2017) use actual plan participation data to estimate the impact of price premiums on green participation behavior (among other factors of interest) and find that price premium negatively impacts green participation, and demand is relatively price inelastic.…”

Section: Review Of Related Literaturementioning

confidence: 99%

Green is Good—The Impact of Information Nudges on the Selection of Voluntary Green-Power Plans

Cardella¹,

Ewing²,

Williams³

2022

The Energy Journal

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A recent trend has been a move toward greater reliance on renewable or "green" energy sources, especially in the residential sector. Using a choice experiment, this paper examines how providing information regarding the efficiency, cost, and environmental impacts of different power-generating sources impact consumers' stated preferences for selecting voluntary green-power plans. Based on 21,000 plan choices from two different samples totaling over 1,800 respondents, our results indicate that information nudges significantly impact respondents' choice of plan. Promoting the advantages of the green plan or the disadvantages of the "gray" plan increase green plan selection. The magnitudes of these estimated effects are economically significant being roughly equivalent to a change in the monthly green price premium of $4/month. We also find that promoting the advantages of the green plan is more effective when the green plan premium is relatively small, while highlighting the drawbacks of the gray plan is more effective when the green plan premium is relatively large. Our results suggest that information nudges have the potential to be a plausible, economical, and effective mechanism to increase adoption of voluntary green-power plans.

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“…This allows consumers to purchase electricity at a reduced cost [9]. By redistributing excess prosumer electricity, prosumers are optimizing their investment by minimizing curtailment while also improving utility resource allocation [10,11].…”

Section: Introductionmentioning

confidence: 99%

Comparing Behavioral Theories to Predict Consumer Interest to Participate in Energy Sharing

Morgan

Canfield

2021

Sustainability

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Consumer investment in distributed energy resources (DERs) is increasing the penetration of renewable energy in the grid. In some cases, DERs produce more electricity than needed by the owner and this excess electricity is sold to the utility (e.g., net metering). In contrast, energy sharing allows a facilitator, which may or may not be the utility, to redistribute excess renewable electricity to fellow community members directly. However, little is known about consumer interest in participating in this type of arrangement. This preregistered study uses structural equation modeling to compare two behavioral theories, Value-Belief-Norm and Diffusion of Innovation, to predict consumer interest in participating in energy sharing. Participants answered questions about energy sharing in the context of an energy-sharing community facilitated by the fictional company, E-topia. Survey data from 195 online participants suggest that Value-Belief-Norm is a better, although not quite acceptable, fit. This suggests that early adoption of energy sharing may be driven by appealing to core values rather than novelty-seeking. This study implies that individuals are more likely to participate in a new technology system such as energy sharing when the effects of participation align with individuals’ values.

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Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Cited by 8 publications

References 13 publications

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Green is Good—The Impact of Information Nudges on the Selection of Voluntary Green-Power Plans

Comparing Behavioral Theories to Predict Consumer Interest to Participate in Energy Sharing

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