A just-released report documents these strategies for successfully selling green products and explains which are germane for marketers of green energy. This is the latest in a series of reports by E Source on how to successfully sell green energy. Few 'green' products are marketed with as much emphasis on societal benefits as green energy, but each of the product areas we studied has value-based components, and each presents a unique set of lessons for green energy marketers. Green buyers are loyal Once they decide to purchase a green product, they are doing so for reasons that aren't likely to change. Certification of green products provides critical credibility.
Green products offer an intangible emotional benefit that is easily destroyed by mistrust.
Each new green market takes time to develop, and green energy will not be an exception. The recycling and green building industry have been educating the public and raising awareness for decades as sales have increased This process has been slow and expensive. Marketing messages seeking to encourage environmentally motivated purchases should include powerful images and associations that generate emotion in the buyer. This report is offered exclusively to members of the E Source Green Energy Series. E Source, a trademark of FT Energy, Inc., is an energy information and consulting service providing organizations with unbiased, independent analysis of retail energy markets, services, and technologies.