The article is devoted to determining the factors of positioning “green” energy as a climate neutral product in the energy market based on the segmentation. Analysis of the factors involved in the formation of a segment of “green” energy in the energy market made it possible to establish a global trend towards a decrease in demand for such types of energy as gas, oil, coal, and nuclear energy. But, taking into account the general trend of falling demand for electricity, a positive trend in the consumption of “green” electricity obtained from alternative energy sources has been revealed. To assess the level of interaction of the “green” energy segment with other segments of the energy market, the energy market was segmented by factors. The result of this segmentation was the definition of directions for the development of the energy market, based on the use and consumption of energy from natural non-renewable sources, the production and consumption of alternative energy (“green” energy), as well as energy services.