To select the connection to electricity from renewable sources is now available to Australian families for more than a decade, but the consumer uptake remains low for some green marketers. This study uses the seller's perspective, to review the implementation of green marketing program for retail renewable electricity. Based on interviews, internal documents of the company, and secondary research, the results show that the effective differentiation of renewable energy needed to increase the level of consumer participation and the likelihood that. Although consumers do not have enough understanding of, and interest in renewable energy marketing program relies on customers to get information. It was obvious, the success of green marketing programs depends on the integration of education in a focused marketing program emphasizing the functional and emotional values to differentiate renewable energy and simplify the consumer decision-making. "Hide
by Sharyn Rundle-Thiele, Angela Paladino, Sergio Antonio G. Apostol Jr. Source: Business Horizons 10 pages. Publication Date: May 15, 2008. Prod. #: BH274-PDF-ENG
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