This thesis explores the Brand Equity of a sustainable energy supplier and energy supply purchasing decisions from a Swedish consumer perspective. Sustainability is gaining importance globally, influencing government policies (as evident in the UN’s Sustainability Development Goals), business strategies and consumer behaviour.  Sweden, known for its strong focus on sustainability, offers a unique context for examining the interplay of government and business practices with consumer environmental consciousness. The author developed a qualitative methodology to uncover insights into consumer perceptions of a sustainable energy supplier, leveraging semi-structured, in-depth interviews conducted with sustainability-conscious individuals from the Stockholm and Uppsala counties of Sweden. Participants were selected based on their engagement with sustainable living and familiarity with energy solutions. This targeted approach provided the opportunity for context-specific insights, although its limitations in scope suggest opportunities for broader future research. 

This study discovered that none of the interviewees had customer experience with the sustainable energy supplier; it is understandable that the Brand’s Equity was weak amongst the research group.  Interviewees lacked spontaneous awareness of the brand, its imagery and identity, but responded positively to the brand’s association with sustainability and innovation when prompted. Subsequently, some interviewees voiced general concerns applicable to the energy sector about the importance of price in purchase decisions and some scepticism about the possibility of Greenwashing on the part of suppliers. Despite these concerns, the study suggests that the sustainable energy supplier has nonetheless established a potentially viable positioning to build greater emotional resonance with target consumers and, therefore stronger Brand Equity. 

These findings contribute to the academic discourse on Brand Equity in market sectors transitioning to more sustainable services. They also offer practical insights for pioneering businesses navigating the complexities of building sustainability-oriented branding within established markets.