Marketing of renewable energy sources

¹ Voronezh State Technical University, Moskovsky Prospekt, 14, Voronezh, 394026, Russia
² State University of Management, Ryazansky Prospekt, 99, Mosсow, 109542, Russia
³ Voronezh State Agrarian University named after Emperor Peter I, Michurina Street, 1, Voronezh, 394087, Russia
⁴ Moscow University of Finance and law MFUA, Serpukhovskiy Val, 17, Moscow, 115191, Russia

^* Corresponding author: yaroslav_lav1@bk.ru

Abstract

The article discusses the importance of marketing in the market of renewable energy sources. Alternative energy and its development significantly depend on the country and the climatic conditions of a particular area. In Russia, alternative energy, its development, lags behind world leaders. There are several reasons for this. The first reason is the large reserves of fuel and energy raw materials and their low cost. The second reason is the low utilization rate of the installed capacity of alternative energy. The third reason is that the weather conditions in Russia are nonhomogeneous and not very suitable for the development of alternative energy. A promising direction for the development of alternative energy is small alternative energy. Marketing is built on effective market segmentation, increasing end-user awareness and customer education efforts. The article also provides recommendations for improving the effectiveness of marketing, its special features, taking into account altruism, paternalism and moral satisfaction ofcustomers.