A social marketing mix for renewable energy in Europe based on consumer stated preference surveys

Regardless their high potential, renewable energy resources are insufficiently exploited in Europe. This paper examines the potential of social marketing for renewable energy sources. It uses acceptability and willingness to pay results from existing surveys on renewable energy sources and generates a marketing mix for the state, organizations, businesses and consumers. These surveys typically claim to produce results that will be useful for policy making or marketing purposes. However, after they distinguish the parameters that affect acceptability or choice and willingness to pay, they do not go deeper to demonstrate the ways for the exploitation of the results. Therefore, this paper gauges the gap between the results from consumer stated preference studies and the insights generated for social marketing. ► Connection of the results produced by RES stated preference surveys with marketing. ► A white bible on a full marketing mix for RES. ► Review of marketing insights from up-to-date stated preference surveys on RES.