The focus of the paper is on the individual decision of energy consumers, and it's relation to sustainable consumption. Consumer behavior is based on individual decisions, but it depends largely on supply-side measures and an appropriate infrastructure (e.g. the availability of energy-efficient...

This paper proposes a model of how incumbents and new entrants engage in sustainable entrepreneurship. We suggest that in the early stages of an industry's sustainability transformation, new entrants ('Emerging Davids') are more likely than incumbents to pursue sustainability-related...

While many consumer surveys show very positive attitudes towards renewable energy, the share of consumers actually purchasing green electricity is still in the single-digit percent range in most countries. What can be done to help consumers with positive attitudes towards green electricity to...

Innovation, Markets and Sustainable Energy is the first attempt to explore fuel cells and hydrogen technologies by embracing a solid theoretical perspective in the field of innovation and management. Adopting a cross-sectional and international perspective, the book analyzes the implications of...

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...

This paper introduces the special issue on Strategic Choices for Renewable Energy Investment, which is a collection of best papers presented at an international research conference held in St. Gallen (Switzerland) in February 2010. Substantial private investment is needed if public policy...

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...