Attitudes, preferences, and intentions of German households concerning participation in peer-to-peer electricity trading

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dc.contributor.author Hackbarth, André
dc.contributor.author Löbbe, Sabine
dc.date.accessioned 2018-12-20T17:55:07Z
dc.date.available 2018-12-20T17:55:07Z
dc.date.issued 2018-12-20
dc.identifier.isbn ISSN 1863-0316
dc.identifier.other 515811548 de_DE
dc.identifier.uri http://hdl.handle.net/10900/85439
dc.identifier.uri http://nbn-resolving.de/urn:nbn:de:bsz:21-dspace-854393 de_DE
dc.identifier.uri http://dx.doi.org/10.15496/publikation-26829
dc.description.abstract Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown product. Our results show a low importance of socio-demographics in explaining differences between consumer groups, but high influence of attitudes, knowledge and likelihood to purchase related products. The most valuable target groups for P2P electricity trading marketing strategies of municipal utilities first and foremost should aim at are innovators, especially prosumers. They are well-informed about and open-minded concerning electricity sharing and highly environmentally aware. They ask for transparency and are willing to purchase related products. They are attracted by the ability to share generation and consumption and to a lesser extent by economic reasons. Our results indicate that the marketing efforts should to a special degree take peer effects into account, as they are found to wield great influence on general openness towards and purchase intention for P2P electricity products. Finally, municipal utilities should build on the high level of satisfaction and trust of consumers and use P2P electricity trading as measure to keep and win customers willing to change their supplier. en
dc.language.iso en de_DE
dc.publisher Universität Tübingen de_DE
dc.rights ubt-podok de_DE
dc.rights.uri http://tobias-lib.uni-tuebingen.de/doku/lic_mit_pod.php?la=de de_DE
dc.rights.uri http://tobias-lib.uni-tuebingen.de/doku/lic_mit_pod.php?la=en en
dc.subject.classification Marketing , Management de_DE
dc.subject.ddc 330 de_DE
dc.subject.other Energy Systems en
dc.subject.other Energy Efficiency en
dc.subject.other Energieeffizienz de_DE
dc.subject.other Energiesysteme de_DE
dc.title Attitudes, preferences, and intentions of German households concerning participation in peer-to-peer electricity trading en
dc.type Journal (Komplette Ausgabe eines Zeitschriftenheftes) de_DE
utue.publikation.fachbereich Sonstige/Externe de_DE
utue.publikation.fakultaet 9 Sonstige / Externe de_DE
utue.opus.portal rt-disk-mm de_DE
utue.publikation.reihenname Reutlinger Diskussionsbeiträge zu Marketing & Management de_DE
utue.publikation.zsausgabe 2019, 2 de_DE
utue.publikation.erstkatid 2658712-9

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Aufrufstatistik

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