Sustainable energy supply transition: the value of hydrogen for business customers

Purpose - While some hydrogen (H-2) products are available in the industrial market, new clean H-2 applications are considered critical alternatives in decarbonization efforts. As suppliers need to understand how business customers conceive the value of hydrogen, this paper aims to investigate how the value of hydrogen is described in the published evidence and to identify or propose specific tools to assess its value. Design/methodology/approach - An integrative literature review is developed to synthesize studies on the value of hydrogen to identify the main value categories. Then, the authors create a novel guideline by linking three value dimensions: 1) the product-oriented value (including sustainability), 2) the elements of B2B value and 3) the concept of goal-oriented value. Findings - This paper categorizes the aspects of value discussed so far in the literature, suggesting conceptualizing the value of H-2 value-in-use based on economic, environmental, social and technological categories. The missing value categories from the marketing perspective are related to perceived value. A comprehensive guideline for assessing the value of H(2 )for business customers was developed to address that gap. The guideline can evaluate hydrogen from a multicategory perspective and compare new hydrogen products with alternatives. Originality/value - First, the authors present the value of hydrogen in the B2B marketing discussion. Second, the authors propose four hydrogen value categories based on the current state-of-the-art. Third, the authors developed the multicategory guideline for assessing the value of hydrogen products for business customers (VH2-BC).