The paper presents a case study of market formation for biogas in Sweden and analyses the case with concepts derived from literature on socio-technical transitions and business-to-business marketing. Based on the case study analysis, the paper outlines two different models that describe market formation processes for renewable energy technologies: a local model and a global model. Different perspectives on the market offer, different actors involved, and different institutional dynamics characterize these models. The models do not necessarily describe different stages in the market formation process. Rather, they describe different patterns by which the market for renewable energy alternatives may grow.