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This site offers information on the Market Research Study "Finding Green Energy Buyers." Energy service providers attempting to market premium-priced renewable energy will find valuable information in this study on the kind of customers who buy green energy, where more of them might be found, and cost-effective ways of reaching them. The report is based on original market research commissioned to answer three questions:
- What demographics characterize people who purchase green energy?
- What beliefs and opinions motivated these people to buy, and what else might motivate them?
- What are the most effective ways to segment the potential market in order to reach them?
We interviewed 1,200 people who had purchased green energy and 400 who had not, all from the same four utility service territories. This unique study design enabled us to study aspects of the green energy market that had never before been examined. Instead of predicting the demographics of likely buyers and the messages that might appeal to them, we were able to describe exactly who is buying green energy and why. We describe the customers not only in absolute terms, but also in comparison with their nonbuying neighbors. And by using a Claritas market segmentation product called PRIZM, which sorts demographic information by ZIP code, we made it possible for study subscribers to find more people like them in their market areas.
For more details on the study, download a PDF file for the results flyer.
Please note that E Source reports and documents are subject to copyright restrictions and may not be forwarded, reproduced, or otherwise redistributed in any format.
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