Transcript Document

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)
www.vaasaemg.com
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
www.vaasaemg.com
In co-operation with
UNIVERSITY OF VAASA
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
www.vaasaemg.com
Objectives
Explore why
some
businesses
have
purchased
green
electricity
whilst others
have not
Suggest
marketing
strategies
and
approaches
which might
lead to
increases in
demand
www.vaasaemg.com
Understand
processes
and
conditions
leading to or
preventing
purchase of
green
electricity
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)
www.vaasaemg.com
Countries
Research in
5 languages
Germany
Britain (UK)
Netherlands
Sweden
Finland
www.vaasaemg.com
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.
www.vaasaemg.com
Some Results – Non-Green Buyers’ Intentions
Over 33% of businesses feel they are quite
or very likely to specifically purchase ’green
electricity’ in the foreseeable future
www.vaasaemg.com
Some Results – Non-Green Buyers’ Behaviour
yes, but intentions are one thing and
action is another
So, What Affects Action ?
www.vaasaemg.com
Some Results – Non-Green Buyers’ Opinions
DIFFERENT OR MIXED VIEWS
Solar energy
Wind power
Hydroelectric power
Green labelled electricity
Biogas
Wood and other biomass
Combined heat and power
Gas
Nuclear power
Peat
Burning community waste
Coal
Oil
0%
very environmental
10 %
quite environmental
20 %
neutral
30 %
40 %
50 %
60 %
not very environmental
www.vaasaemg.com
70 %
80 %
90 % 100 %
not at all environmental
cannot say
Some Results – Success Factors
Produce It
Pool It
Offer It
Understand The Complex Decision Process
Customized
Offerings
Approach the
Right Targets
Price
Discrimination
More Inspired,
& Direct
Marketing
Communication
of Commercial
Benefits
Opportunism
Patience
Re-think the
Argument &
Imagery
Locality
ETC.
www.vaasaemg.com
Integrated
Ethics
Improved
Labelling &
Communication
Pragmatism
Some Results – Non-Green Buyers
GROUPS OF BUSINESSES
identified through factor analysis
Green Intentions
Confused Positives
www.vaasaemg.com
Sceptical Masses
Some Results – Non-Green Buyers
UNAWARENESS
”Green electricity is a new concept to us. It
has never been offered to us 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
www.vaasaemg.com
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
www.vaasaemg.com
Some Results – Non-Green Buyers
PRICE SENSITIVITY
”Questions about ’green electricity’ do
not have a high priority in a company
that has its hands full with surviving
and avoiding bankruptcy”
But 38% of businesses likely to buy green electricity
consider price not particularly or at all important
www.vaasaemg.com
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”
www.vaasaemg.com
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.
www.vaasaemg.com