Renewable and Sustainable Energy Reviews
9 (2005) 69–83
A target group-speciﬁc approach to ‘‘green’’
power retailing: students as consumers
of renewable energy
, Timo Kunkel
, Johannes Birkemeyer
, Jens Froese
, Elke Schliermann
Department of Service Management, Lund University, Box 882, 251 08 Helsingborg, Sweden
Department of Human Geography, Freiburg University, Werderring 4, 79085 Freiburg, Germany
Received 12 January 2004; accepted 21 January 2004
An extensive body of literature exists on the obstacles that have to be overcome in green
power retailing. In this article, target group-speciﬁc marketing is evaluated as a strategy to
increase the share of residential customers of green power. A sample of students in the city
of Freiburg, Germany was interviewed in order to assess their awareness of environmental
issues, their willingness to change to green power products, and to better understand individ-
ual hindrances in changing the power supplier. The analysis shows that students are highly
positive towards green power products, but for several reasons diﬃcult to reach in market-
ing campaigns. Aspects to be considered in addressing this consumer-group include the stu-
dents’ particular expectations towards green products, their living-conditions, price sensitivity,
and their perception of the relative eﬀort involved in changing the power provider.
# 2004 Elsevier Ltd. All rights reserved.
Keywords: Consumer demand; Energy markets; Marketing; Renewable energy; Sustainable Develop-
Corresponding author. Tel.: +46-42-35-66-29; fax: +46-42-35-66-60.
E-mailaddress: firstname.lastname@example.org (S. Gossling).
1364-0321/$ - see front matter # 2004 Elsevier Ltd. All rights reserved.