Competing on service and branding in the renewable electricity sector

► We examine the motivations to adopt renewable electricity by Australian consumers. ► Renewable power suppliers should create a 'living brand' where employees are invested in the brand. ► Service interaction is a point of differentiation leading to increased competitive advantage. ► Building a sense of brand community helps build customer loyalty and the rise of green energy programs. ► Functional and emotional brand positioning appeals to consumers can be used to increase adoption.