Stauch, AlexanderAlexanderStauch2023-04-132023-04-132021https://www.alexandria.unisg.ch/handle/20.500.14171/111364In order to remain within the two-degree target agreed on by almost all countries in the world at the Climate Conference in Paris in 2015, new business models that promote the spread of renewable energies such as wind, hydro, and solar power are extremely relevant. One of these new business models is community solar. Community solar allows all electricity customers, regardless of whether they own a house with a suitable roof, to participate in a local solar installation and in return receive compensation in the form of solar power or a financial equivalent. In order to formulate practically relevant marketing recommendations that promote the spread of community solar, this dissertation examined various marketing aspects in more detail through the creation of three research papers. The basis for the related research was scientific theories, literature analyses, and observations about best-practice examples. Based on experimental online surveys, representative samples were then collected for all three research papers to identify how electricity customers react to variations in different experimental factors within community solar offerings. The results of the three studies contribute to the newly emerging scientific literature stream on community solar, and have many relevant implications for practice and policy makers. One general finding is the very significant market potential of more than 60% of all electricity customers in Switzerland for community solar. Furthermore, it was shown that community solar can be implemented using different photovoltaic technologies without influencing customer adoption. It was also found that customer segmentation based on customer motivation and communication designed specifically for such segments may be particularly worthwhile, as advertising messages based on extrinsic factors can have the opposite effect on these customer segments. Paper 3 examined product bundling opportunities in terms of combining community solar with electric vehicles. It was found that such bundling creates added value for customers, significantly increasing willingness to buy a bundle compared to willingness to buy an electric vehicle without community solar. This indicates that electric vehicle dealers are best positioned to be indirect and additional distribution channels, as well as general partners of community solar providers. The findings of this dissertation help create a 4 P marketing mix that provides practical guidance for successful community solar marketing.enMarketingNachhaltigkeitFotovoltaikBeteiligungEDIS-5078doctoral thesis