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Green Energy Branding

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Energy Branding

Abstract

One of the main differentiation points that energy retailers have relied on is green or sustainable energy. Providing green energy can be reviewed as part of corporate social responsibility strategy of an energy provider while some might review it as a well carved out niche for the retail energy market. Marketing of green electricity has been researched in some capacity as well as the characteristics and definitions of green and sustainable sources of energy. It is however important to acknowledge that an official definition of green energy or the claims of sustainability do not matter much if consumers are suspicious of the fact that energy companies are conducting green washing.

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    Friðrik Larsen

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Larsen, F. (2017). Green Energy Branding. In: Energy Branding. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-57198-0_7

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