Abstract
This paper investigates the transition of UK fuel stations from fossil fuels to renewable energy sources, which stands as a significant paradigm shift in today's energy landscape. The following research question is addressed: How are fuel stations navigating the transition from fossil fuels to renewable energy? and What strategies are they employing to adapt to their operations and influence customer behaviour?
This is done by understanding: (1) the challenges faced by UK fuel stations in integrating renewable energy solutions, (2) the operational strategies used by UK fuel stations to manage the transition towards renewable energy, and (3) business performance, competitive positioning, and customer response of UK fuel stations due to renewable energy options integration.
Using a survey questionnaire methodology, the findings indicate a heterogeneous response from fuel stations, with some intensively adopting renewable technologies while others remaining cautious. There is a positive correlation between renewable energy incorporation and improved customer feedback, thereby echoing theories of green consumerism and the Service-Profit Chain. However, the transition from fossil fuels to renewable energy source presents profitability challenges, suggesting that overcoming initial barriers could boost customer engagement and profitability.