The purpose of this paper is to provide a profound analysis of the motives for the non-switching behavior to green power vendors in Germany. While academic research provides many potential reasons, only a few have concentrated on internal and external influences on switching behavior as well as actual compliance with theoretical models.
In this context, a survey has been undertaken in the Federal State of Mecklenburg-West-Pomerania to analyze the personal relevance of different motives for consumers. Furthermore, the survey also aimed at analyzing the compliance of theoretical criteria, provided by the Norm Activation Model and the Theory of Planned Behavior, in order to see whether respondents intent to switch after all. Therefore, the survey was distributed via the snowball system and has been completed by 115 respondents, providing data on 77 respondents who still consume conventional power.
Though academic research has identified many potential motives for the switching inertia such as the lack of information, trust, and transparency in the electricity market, the survey at hand only confirmed one significant reason for non-switching. This reason relates to the consumers’ perception that green power is quantitatively not sufficient to supply the whole German electricity market.
Table of Contents
1. Introduction
2. Method
3. The German Electricity Market
4. Theory on Consumer Behavior in the Electricity Market
5. Motives for Non-Switching to a Green Electricity Vendor
6. Empirical Investigation in the German Federal State of Mecklenburg-West Pomerania
6.1. Sampling Method & Data Collection
6.2. Questionnaire Design & Measures
6.3. Data Analysis & Data Discussion
6.4. Conclusion & Assessment
7. Conclusion
Objectives & Research Themes
The primary objective of this thesis is to provide a profound analysis of the motives underlying the non-switching behavior of German consumers towards green electricity vendors, despite a generally high level of environmental awareness in the population. The research question seeks to identify why intentions to behave pro-environmentally are frequently not translated into actual consumer action, focusing on both internal psychological drivers and external market influences.
- Analysis of the German electricity market post-liberalization and relevant legislative frameworks.
- Application of psychological frameworks, specifically the Theory of Planned Behavior (TPB) and the Norm-Activation Model (NAM).
- Investigation of consumer switching inertia through an empirical survey conducted in Mecklenburg-West Pomerania.
- Evaluation of barriers such as information deficits, trust issues, perceived extra effort, and loyalty to conventional suppliers.
- Comparison of theoretical premises with empirical data to determine the drivers of non-switching behavior.
Excerpt from the Book
1. Introduction
Environmental concerns have accompanied the human species throughout history but evolved over time (Kovarik, 2011). However, modern environmental concerns all over the world have become even more significant and broadly publicized by the media when the first heralds of climate change became visible in the course of the post-industrial era of the late twentieth century. The major cause of such shifts in human attitudes was related to “the perception that our planet is reaching extremely high saturation levels of pollution” (Finisterra do Paço/Barata Raposo, 2010: 429). Besides the preservation of plants and animals before the extinction of such species, there are numerous ways of how environmental movements are expressed, one of them being the encouragement of electricity production from renewable energies.
For more than two decades, nations all over the globe are increasingly concerned about finding alternative ways to produce electricity by natural means in order to mitigate climate-change related problems. The public interest in more environmentally friendly ways of producing electricity has soared even faster since the severe nuclear power plant problems in Japan in March 2011. Incidents like these let the public realize that so far most of the world’s electricity production is not as clean as previously thought and definitely not without consequences regarding nature conservation and the human species as such.
Scientists have thus unfolded more natural means of producing electricity, drawing from other sources than finite or potentially dangerous ones. The term ‘green electricity’, also referred to as ‘green power’, summarizes the ‘new’ way of thinking and thus is a merged synonym for electricity that “is generated from renewable energy sources, commonly considered to be wind, hydro/wave, solar, biomass, or geothermal power, having no or only a small impact on the environment” (Hansla/Gamble/Juliusson/Gärling, 2008: 768).
Summary of Chapters
1. Introduction: Presents the environmental context and the paradox of high environmental awareness versus low switching rates to green power, establishing the research scope.
2. Method: Describes the literature-based research approach and the preparation for the empirical survey.
3. The German Electricity Market: Analyzes the liberalization of the market, the role of major power suppliers, and the legislative framework driving renewable energy production.
4. Theory on Consumer Behavior in the Electricity Market: Introduces psychological frameworks, specifically the Theory of Planned Behavior and the Norm-Activation Model, to explain environmental consumer behavior.
5. Motives for Non-Switching to a Green Electricity Vendor: Examines potential barriers to switching, including cost, lack of transparency, perceived effort, and consumer loyalty.
6. Empirical Investigation in the German Federal State of Mecklenburg-West Pomerania: Details the primary research, including sampling, questionnaire design, data analysis, and discussion of findings.
7. Conclusion: Synthesizes the theoretical and empirical findings, highlighting that perceived supply insufficiency is a key barrier and offering suggestions for future research.
Keywords
Green electricity, switching inertia, environmental awareness, Norm-Activation Model, Theory of Planned Behavior, consumer behavior, renewable energy, Mecklenburg-West Pomerania, sustainability, energy market, moral obligation, consumer trust, switching barriers, climate change mitigation, electricity supply.
Frequently Asked Questions
What is the core subject of this research?
The research focuses on the "switching inertia" observed among German consumers—the phenomenon where individuals who support green electricity in principle fail to actually switch their service providers.
What are the central thematic fields?
The key themes include consumer psychology related to environmental issues, the structure and regulation of the German electricity market, and the socio-economic factors influencing household energy procurement.
What is the primary research question?
The work seeks to understand why, despite a high stated environmental concern in the German population, only a small percentage of consumers actively switch to green power, by testing whether psychological models can explain this discrepancy.
Which scientific methods were applied?
The paper utilizes both a literature-based theoretical analysis and an empirical survey study conducted in the federal state of Mecklenburg-West Pomerania, evaluating data using 5-point Likert scales.
What is covered in the main section of the paper?
The main part analyzes external and internal influences on human behavior, specifically applying the Theory of Planned Behavior and the Norm-Activation Model to interpret consumer decisions regarding electricity.
Which keywords define this work?
The work is defined by concepts like green electricity, switching inertia, environmental concern, and consumer behavior frameworks such as NAM and TPB.
Why was Mecklenburg-West Pomerania chosen for the study?
The region was selected because it holds a very high proportion of renewable energy in its own electricity production, providing a relevant testbed for analyzing consumer behavior despite the local presence of green power.
How does the study conclude regarding the influence of the Japan nuclear disaster?
The research concludes that the disaster in Japan served as a significant catalyst, prompting consumers to rethink their power procurement habits and enhancing their favorability towards green power.
Did the survey confirm the importance of price premiums as a barrier?
The survey did not find a significant, strong negative relationship between the price premium and switching; rather, it found that the perception of supply insufficiency was a more critical factor.
What is the primary reason for non-switching identified by the respondents?
The study found that the most significant reason for non-switching was the widespread consumer perception that green power is quantitatively insufficient to supply the entire German electricity market.
- Citar trabajo
- Sarah Herz (Autor), 2011, Green power already out of breath? Why do German consumers not switch to green electricity?, Múnich, GRIN Verlag, https://www.grin.com/document/203200
