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Sustainability dynamics in the electricity sector: the role of marketing

Tziogas Charalampos, Georgiadis Patroklos, Tsolakis Naoum, Yakinthos Charalampos

Abstract: Electricity is an undisputed factor supporting human development, while further promoting social wellbeing and fostering economic growth in modern societies. Therefore, the electricity market provides a vivid policy-making arena for the European Union (EU) regulators, where on-going structural reforms are fostered with the aim to encapsulate and accommodate sustainability aspects. Notably, the EU Member States have adopted the strategic roadmap “Europe 2020” towards reducing greenhouse gas emissions and energy consumption by 20%, and generating 20% of energy from renewable sources. However, our research highlights that strategies trying to balance sustainable electricity supply with demand often neglect the societal pricing acceptability of the electricity provided to consumers. Thus far, existing literature focuses on electricity pricing policies that fail to capture the dynamics that are not realistic and do not receive consumers’ acceptance. To that end, marketing could have a key role in fostering the market penetration of green electricity. This study elaborates the System Dynamics (SD) methodological approach to embrace the marketing dominant factors and assess related interventions that could shape a sustainable electricity market. The proposed SD framework could assist public and private stakeholders in determining a rational electricity pricing policy within a sustainability context. Finally, policy-making interventions are discussed in order to provide managerial in-sights for the decision-makers.

Additional Info

  • Author(s) Name: Tziogas Charalampos[1], Georgiadis Patroklos[1], Tsolakis Naoum[1], Zakinthos Charalampos[2]
  • Author(s) Affiliation: [1]Mechanical Engineering, Aristotle University, Thessaloniki, Greece [2]Merchant Marine Academy of Macedonia, Thessaloniki, Greece
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: Energy Supply Chain, Electricity Pricing Mechanism, Marketing Sustainability, System Dynamics
  • Article Type: Research
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