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Green power already out of breath? Why do German consumers not switch to green electricity? (Paperback)
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Green power already out of breath? Why do German consumers not switch to green electricity? (Paperback)
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Bachelor Thesis from the year 2011 in the subject Economy -
Environment economics, grade: 1,7, University of Southern Denmark,
language: English, abstract: 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.
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