Consumers have the power to contribute to creating a more sustainable future by subscribing to green electricity tariffs. In order to reach consumers ‘beyond the eco-niche’, identifying the drivers that positively influence the adoption of green electricity is of fundamental importance. This...

In liberalized electricity markets, residential customers can choose their preferred provider and select among a variety of different electricity products, including green power options. Successful product design and marketing strategies for green electricity may provide electricity providers...