Andrea Tabi

Zielgruppensegmentierung im Ökostrom-Marketing – Ergebnisse einer Conjoint-Analyse deutscher Stromkunden

Verbraucher konnen durch die Wahl von Okostromprodukten zu einer nachhaltigeren Energiezukunft beitragen. Damit das Marketing Kunden „jenseits der Oko-Nische“ erreicht, ist es wichtig zu verstehen, welche Faktoren einen positiven Einfluss auf den Wechsel zu Okostrom haben. Dieser Beitrag analysiert, worin sich aktuelle von potenziellen Okostromkunden unterscheiden. Anhand einer Segmentierungsanalyse, basierend auf Daten einer Conjoint-Analyse unter deutschen Stromkunden, werden drei vielversprechende Zielgruppen identifiziert. Die Ergebnisse zeigen, dass soziodemografische Faktoren – mit Ausnahme des Bildungsniveaus – bei der Erklarung der Unterschiede zwischen aktuellen und potenziellen Okostromkunden nur eine marginale Rolle spielen. Die Analyse psychografischer und verhaltensorientierter Merkmale zeigt, dass aktuelle Okostromkunden ihren Einfluss als Verbraucher in Bezug auf Umweltschutz als groser wahrnehmen, die Preise fur Okostromtarife niedriger einschatzen, generell eine hohere Zahlungsbereitschaft fur umweltfreundliche Produkte haben und eine hohere Wechselbereitschaft aufweisen als potenzielle Okostromkunden.

Sustainability Management in Hungary

In Hungary the culture for sustainability management is quite diverse. Even large companies are usually subsidiaries or suppliers to large multinational companies and the influence of buyers and owners is substantial. As a result there are a number of different traditions in sustainability management in the country and correspondingly relatively few typical cultural attributes. The impacts of investors and shareholders are given high scores in the survey, while consumers are given a low score in motivating companies to pursue sustainability management. Community also has little influence because community involvement in sustainability management does not have a long tradition in Hungary. Thus two-way communication and participative methods of stakeholder management are less common. The responses show that Hungarian companies manage most environmental issues, especially emissions, more closely than the international average. Sustainability management tools are broadly known and applied in the country, and the general satisfaction with the number and level of tools indicates that there is no need for further development here. Basically, Hungarian companies are more sceptical towards the benefits of the implementation of corporate sustainability. This is especially true with regard to the prospective positive impacts on cost reduction, innovation, employee motivation as well as enhancing and safeguarding corporate reputation. In sum, Hungarian companies have already demonstrated expertise in most fields of sustainability management, but the development of a more participative collaboration with both internal and external stakeholders in sustainability management is still needed.

Market Segmentation for Green Electricity Marketing Results of a Choice-Based Conjoint Analysis with German Electricity Consumers

Consumers have the power to contribute to creating a more sustainable future by subscribing to green electricity tariffs. To reach consumers “beyond the eco-niche,” identifying the drivers that positively influence the adoption of green electricity is of fundamental importance. This chapter examines various factors that help to explain the extent to which green electricity subscribers differ from those who display strong preferences toward green electricity but have not yet “walked the talk.” By making use of a latent class segmentation analysis based on choice-based conjoint data, this chapter identifies three groups of potential green electricity adopters with varying degrees of preference for renewable energy. Findings indicate that sociodemographic factors play a marginal role in explaining the differences between green electricity subscribers and potential adopters, with the exception that actual adopters tend to be better educated. Analysis of psychographic and behavioral features reveals that adopters tend to perceive consumer effectiveness to be higher, tend to estimate lower prices for green electricity tariffs, are willing to pay significantly more for other eco-friendly products, and are more likely to have recently changed their electricity contract than nonadopters.