Konzeptionelle Überlegungen zur Vermarktung von Erneuerbaren Energien

Friege, Christian; Herbes, Carsten

doi:10.1007/978-3-658-04968-3_1

Cited by 5 publications

(3 citation statements)

References 16 publications

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“…Electricity is a low-involvement product, on which the consumer does not want to spend too much time [61]. This is one way to explain why about one-third of the German population still obtains their electricity via basic tariffs, which are the most expensive alternative to receive electricity [62].…”

Section: Influence Of the Participant's Desire To Avoid Transaction Costsmentioning

confidence: 99%

Analyzing German consumers’ willingness to pay for green electricity tariff attributes: a discrete choice experiment

2021

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Background In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by switching to green electricity. However, few people make the leap from their intention to a buying decision. This study explores parameters that influence whether German consumers would hypothetically decide to switch to a green electricity tariff. Methods A quota-representative online survey including a discrete choice experiment with 371 German private households was conducted in 2016. For the econometric analysis, a generalized multinomial logit model in willingness-to-pay space was employed, enabling the estimation of WTP values to be as realistic as possible. Results The results show that consumers’ decision whether or not to make the switch to green energy is mainly influenced by the source of green energy, whether a person can outsource the switching process, and a person’s attitude towards the renewable energy sources levy that currently exist in Germany. Conclusions The findings indicate that politics should focus on supporting wind and solar energy as German consumers prefer these sources over biogas. As the results suggest, the EEG levy is a reason why consumers have lower WTP for switching to a green tariff. Therefore, a switching bonus with a specifically “framed” bonus in the amount of the current EEG levy could be a promising strategy for the increase of green energy tariff acceptance. Furthermore, attention should be given to psychological and behavioral aspects, as the results indicate that these factors influence the consumer’s choice for a green electricity tariff.

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Section: Influence Of the Participant's Desire To Avoid Transaction Costsmentioning

confidence: 99%

Analyzing German consumers’ willingness to pay for green electricity tariff attributes: a discrete choice experiment

2021

View full text Add to dashboard Cite

show abstract

“…Electricity is a low-involvement product, on which the consumer does not want to spend too much time [60]. This is one way to explain why about one third of the German population still obtains their electricity via basic tariffs, which are the most expensive alternative to receive electricity [61].…”

Section: Influence Of the Participant's Desire To Avoid Transaction Cmentioning

confidence: 99%

To switch or not to switch? – Understanding German consumers’ willingness to pay for green electricity tariff attributes

Sauthoff

Danne

Mußhoff³

2020

Preprint

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Background In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by purchasing green electricity. However, few people make the leap from their intention to a buying decision. This study explores parameters that influence whether German consumers decide to switch to a green electricity tariff. Methods We conducted a quota-representative online survey including a discrete choice experiment with 371 private households in Germany in 2016. For the econometric analysis, a generalized multinomial logit model in willingness to pay space was employed, enabling the estimation of WTP values to be as realistic as possible. Results The results show that consumers’ decision regarding whether or not to make the switch to green energy is mainly influenced by the source of green energy, whether a person can outsource the switching process, and a person’s attitude towards the renewable energy sources levy that currently exists in Germany. Conclusions As our findings indicate politics should focus on supporting wind and solar energy as German consumers prefer this sources over biogas. As suggested by our results, the EEG levy is a reason why consumers have lower WTP for a switch to a green tariff. Therefore a switching bonus with a specifically “framed” bonus in the amount of the current EEG levy could be a promising strategy for the increase of green energy tariff acceptance. Furthermore, attention should be given to psychological and behavioral aspects, as our results indicate that these factors influence the consumer’s choice for a green electricity tariff.

show abstract

“…Electricity is a low-involvement product, on which the consumer does not want to spend too much time [62]. This is one way to explain why about one third of the German population still obtains their electricity via basic tariffs, which are the most expensive alternative to receive electricity [63].…”

Section: In Uence Of the Participant's Desire To Avoid Transaction Costsmentioning

confidence: 99%

Analyzing German consumers’ willingness to pay for green electricity tariff attributes - a discrete choice experiment

Danne

Meier-Sauthoff

Mußhoff

2020

Preprint

View full text Add to dashboard Cite

Background: In order to achieve an environmentally friendly and sustainable energy supply, it is necessary that this goal is supported by society. In different countries worldwide it has been shown that one way consumers want to support the energy transition is by switching to green electricity. However, few people make the leap from their intention to a buying decision. This study explores parameters that influence whether German consumers would hypothetically decide to switch to a green electricity tariff.Methods: A quota-representative online survey including a discrete choice experiment with 371 German private households was conducted in 2016. For the econometric analysis, a generalized multinomial logit model in willingness to pay space was employed, enabling the estimation of WTP values to be as realistic as possible.Results: The results show that consumers’ decision whether or not to make the switch to green energy is mainly influenced by the source of green energy, whether a person can outsource the switching process, and a person’s attitude towards the renewable energy sources levy that currently exist in Germany.Conclusions: The findings indicate that politics should focus on supporting wind and solar energy as German consumers prefer these sources over biogas. As the results suggest, the EEG levy is a reason why consumers have lower WTP for switching to a green tariff. Therefore a switching bonus with a specifically “framed” bonus in the amount of the current EEG levy could be a promising strategy for the increase of green energy tariff acceptance. Furthermore, attention should be given to psychological and behavioral aspects, as the results indicate that these factors influence the consumer’s choice for a green electricity tariff.JEL classifications: C23, C25, Q40, Q50

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Konzeptionelle Überlegungen zur Vermarktung von Erneuerbaren Energien

Cited by 5 publications

References 16 publications

Analyzing German consumers’ willingness to pay for green electricity tariff attributes: a discrete choice experiment

Analyzing German consumers’ willingness to pay for green electricity tariff attributes: a discrete choice experiment

To switch or not to switch? – Understanding German consumers’ willingness to pay for green electricity tariff attributes

Analyzing German consumers’ willingness to pay for green electricity tariff attributes - a discrete choice experiment

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