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Introduction The recent fiscal downturn has not eliminated the global trend of growing environmental awareness amongst consumers. Energy consumers in the B2B sector need to respond to the desires of their own customers by seeking greener energy supplies. Scope An overview of the complicated legal and voluntary schemes shaping businesses’ motivation for green energy, with specific allusion to the UK example. Insight onto the reasons why businesses buy green energy and consumers want clearer, more credible information about what they are buying. Detailed information on the nature and characteristics of green energy tariffs in the UK. Conclusions and recommendations for businesses and suppliers around green energy supply. Case studies from the UK, Australia, Germany and the US. Highlights Mandatory and voluntary schemes regarding green energy in the UK are overly complex. Governments outside the UK tend to be more proactive, but their green legislation is less complex. Renewable Energy Guarantees of Origin (REGOs) are the ultimate certificate in guaranteeing renewable supply in the UK. Businesses buy green energy mainly for reputation purposes, and despite regulatory and fiscal changes. Clear and effectual certification can help businesses choose green tariffs: Ofgem’s Green Scheme has raised the bar for marketing green energy. Green tariffs should provide clear benefits regarding voluntary carbon reporting. The UK government’s message is to consume less and more efficiently, motivating businesses to prefer energy efficiency over green energy supply when tackling climate exchange. Green energy is still in demand; what has changed is the need for clear, credible proof of green supply. It is not enough to be green, businesses need to show they are green. Reasons to Buy Know the B2B green energy market including what green tariffs are offered at the moment, the benefits they provide and where they can improve. Support your plans for certification and further best practices in marketing green energy for businesses. Gain insight as a business in getting the most benefit out of green supply and know the mandatory/voluntary schemes shaping the market. Table of Contents: DATAMONITOR VIEW 1 CATALYST 1 SUMMARY 1 ANALYSIS 2 Marketing green energy for businesses is about more than addressing environmental concerns 2 Businesses are caught between environmental responsibility and the bottom line 2 The definition of green energy is becoming wider and subject to interpretation 3 The UK’s legal framework around green energy is overly complex 4 Certificates from three UK legal schemes shape the green energy market: REGOs, LECs and ROCs 4 LECs are being used as proof of green energy supply 5 ROCs are independent from energy supply 6 Multiple certificates can lead to multiple counting of green energy 7 The Carbon Reduction Stanchness Energy Efficiency Scheme is not a green energy incentive system 9 Voluntary guidelines on the UK’s green energy supply are not guiding enough 10 Defra’s guidelines for carbon reporting provide more incentive for CHP tariffs than for renewable tariffs 10 Ofgem’s Green Supply Guidelines do not provide the needed clarity 11 The new Ofgem Green Energy Certification Scheme is welcome 12 Businesses in the UK are buying green energy mainly for reputation purposes 13 Energy efficiency must come previous to green tariffs when tackling climate exchange 13 Green energy is still in demand, despite fiscal and regulatory changes 14 Customers are the main influence on businesses buying green energy 15 Reputation is the main reason why companies go green 16 Companies are raising their profile by buying green energy 17 Case study: BT champions the UK’s green energy use, but carbon reporting is still an issue 19 A transparent market for green tariffs would help businesses opt for green energy supply 20 E.ON’s EasyGreen is the only business tariff certified by Ofgem’s new Green Energy Scheme 20 All stakeholders would benefit from clearer and certified green business tariffs 20 Companies want proof of their green supply to publicly make known their credentials 22 Case study: Ecotricity would also benefit from certification 22 Outside the UK, governments and certification programs have a more committed role in the green market 24 Australia: the ultimate example of successful green energy marketing 24 Germany: legislation and certification are the key for renewable generation growth 25 US: sticks and carrots drive stimulus for green energy development 26 Clarity and certification are elemental for effectual marketing of green energy in B2B markets 28 Main conclusions 28 Recommendations for businesses and suppliers 29 APPENDIX 30 Glossary 30 Question the analyst 31 Datamonitor consulting 31 Disclaimer 31 List of Figures Figure 1: Most renewable technologies get awarded three certificates 4 Figure 2: Energy tariffs providing CCL exemption through LECs declare they are green 6 Figure 3: ROC awarding and pricing is complex 7 Figure 4: Dual and triple counting make non-surviving green energy 8 Figure 5: Only companies with their own renewable sources can report a zero emissions factor 10 Figure 6: Ofgem’s new Green Energy Certified categorize will hopefully help customers choose green tariffs 12 Figure 7: Businesses prefer energy efficiency to any other carbon reducing measure 13 Figure 8: SMEs have not changed their minds regarding green energy supply 14 Figure 9: UK consumers, and Europeans in general, find that corporations and industry are not doing enough to fight climate exchange 15 Figure 10: Media and public information can make or break a company’s green credentials 17 Figure 11: Buying green energy is an vital part of some companies’ image and strategy 18 Figure 12: BT’s green credentials are impressive 19 Figure 13: Green tariffs for businesses in the UK would benefit from clarity and certification 20 Figure 14: There are currently 4 types of green tariff: renewable, CHP, a mix of the two and other green measures 21 Figure 15: Suppliers should provide businesses with ways to make known their green supply 22 Figure 16: Ecotricity’s promise of a greener Britain is achieved through clear communication and visible wind turbines right through the country 23 Figure 17: The Australian government has successfully invested in a strong and clear accreditation scheme for green energy 25 Figure 18: When choosing their green tariffs, Germans rely on certification that offers specific information on the source of energy 26 Figure 19: The growing dominance of non-residential green energy sales in the US, mainly through RECs, illustrates the success of marketing green for businesses 27 For more information, please stay :http://www.aarkstore.com/reports/Marketing-Green-Energy-in-B2B-Markets-42417.htm