Green power already out of breath? Why do German consumers not switch to green electricity?

Inhaltsverzeichnis (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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The primary objective of this research is to investigate the reasons behind German consumers' reluctance to switch to green electricity providers. It examines internal and external factors influencing this behavior, comparing it to existing theoretical models. The study aims to assess whether these models accurately predict consumers' intent to switch to green electricity.

• The dynamics of consumer behavior in the German electricity market
• Factors influencing consumer decisions regarding green electricity providers
• The influence of theoretical models like the Norm Activation Model and the Theory of Planned Behavior
• Analysis of the survey data to determine the primary motives for non-switching
• Implications for promoting green electricity adoption in Germany

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction sets the stage for the research by outlining the growing global concern for environmentally friendly electricity production. It highlights the increasing awareness of climate change and the importance of finding alternative energy sources.

The research methodology is described in Chapter 2, providing insight into the chosen approach and the data collection methods employed in the study.

Chapter 3 focuses on the German electricity market, providing context for the research by outlining the existing landscape and the role of green electricity within it.

Chapter 4 delves into established theoretical models that explain consumer behavior within the electricity market, including the Norm Activation Model and the Theory of Planned Behavior.

Chapter 5 explores the various motives behind consumers' reluctance to switch to green electricity providers, analyzing factors influencing their decisions.

Chapter 6 provides a detailed account of the empirical investigation conducted in the German state of Mecklenburg-West Pomerania. It outlines the sampling methods, questionnaire design, data analysis techniques, and findings.

Schlüsselwörter (Keywords)

Green electricity, switching behavior, consumer motives, electricity market, Norm Activation Model, Theory of Planned Behavior, renewable energy, environmental concerns, climate change, survey research, Germany.