Abstract
A higher percentage of energy from renewable resources is an important goal on many environmental policy agendas. Yet, the demand for renewable electricity in liberalized markets has developed much more slowly than the demand for other green products. To date, research has mainly examined the willingness to pay for renewable electricity, but limited research has been conducted on the motivations behind it. The concept of identity signaling has proven to play a significant role in consumer behavior for green products. However, (renewable) electricity in the Swedish residential market typically lacks two important drivers for identity signaling: visibility and product involvement.A consumer choice simulation among 434 Swedish households compared consumer choices for renewable electricity contracts. The results show a positive effect of identity signaling on the demand for renewable electricity and yield suggestions for increasing the share of renewable electricity without market distorting measures. This leads to implications for policymakers, electricity suppliers and researchers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
