Everyday Ecology, Energy, Consumption
Project:
Green Energy Offerings
Project Head:
Project team:
Dr. Konrad Götz
Barbara Birzle-Harder
Cooperation
Duration :
04/00 – 10/00
finished
Funding:
Bremer Energie Konsens GmbH and SWB-Enodia
Green Energy Offerings
The liberalization of the European energy market got under
way
in 1998. Not only industrial customers can already choose their own suppliers in Germany, but also business customers and consumers.
The free energy market is a challenge not only for overregional energy producers and distributors, but also for locally and regionally oriented energy suppliers. There are a lot of green energy offerers in the liberalized market. In Bremen the (former) municipal supplier "swb-Enodia" is interested in special "green energy" rates in order to invest in renewable and environmental sound energies.
The aim of the project was to give an answer to following questions in connection with Green Energy Offerings:
- What is the consumers' perception of the energy market since EU liberalization?
- In comparison to other energy supplyers - which position within the market could be successful?
- Which motivational background has to be taken into consideration?
- What are the enabeling and hindering factors to make a decision on Green Energy offering?
- Is ecological conciousness still a possible way to target relevant consumer groups?
- Which target groups are potential buyers of Green Energy offerings?
- Which elements could be part of marketing, consultation and other ways of demand side management?
Social-empirical methods were group discussions and indepths. The
cooperating Institute IMUG
concluded the project with the method of conjoint analysis.
The presentation of the results was in november. The Publication was at the
beginning of the year.
The project is conducted on behalf of the "Bremer Energiekonsens GmbH" and the "swb-Enodia" (former Stadtwerke Bremen) and in cooperation with IMUG (Hannover).
The project results are published in the ISOE-Studientexte, Nr. 9:
Birzle-Harder, Barbara/Konrad Götz (2001): Grüner Strom - eine sozial-wissenschaftliche Marktanalyse. Im Auftrag der Bremer Energie-Konsens GmbH, ISOE-Studientexte, Nr. 9 (german description), EUR 8.- (only available in German)