Abstract
We investigate the current situation of gas retail contracts and awareness of the switching possibilities among Japanese households. We observed that households may not have switched suppliers due to concerns regarding binding contracts required by new entrants to the gas market, as well as the quality of their safety inspections and stability of their management. For households to overcome these psychological barriers to switching, it is necessary to proactively disclose information that removes consumer concerns through habitually used media, such as newspapers. Switching experience in other markets can help remove psychological barriers in consumers.
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