Consumer Behaviour in Renewable Electricity: Can identity signaling increase demand for renewable electricity?
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
A higher percentage of energy from renewable resources is an important goal on many sustainable
development agendas. In liberalized electricity markets, an increase in demand for renewable electricity can
stimulate further investments in it, yet demand for renewable electricity has developed much slower than
demand for other green products. So far, research has mainly examined the willingness to pay for renewable
electricity, but limited research has been conducted to the motivations behind it. The concept of identity
signaling has been proved to play a significant role in consumer behaviour for green products. However,
(renewable) electricity in the Swedish residential market typically lacks two important drivers for idenity
signaling: visibility and product involvement.
A survey among Swedish households conducted for this study compares choices for renewable electricity under
two scenarios, whereof one simulates a higher visibility of and involvement in electricity contracts. The results
show that identity signaling has a positive effect on demand for renewable electricity. The results lead to
implications for policy-makers, electricity suppliers and researchers.
Place, publisher, year, edition, pages
2013. , 55 p.
Examensarbete vid Institutionen för geovetenskaper, ISSN 1650-6553 ; 138
Renewable Electricity, Identity Signaling, Consumer Behaviour, Sustainable Development, Marketing
Other Earth and Related Environmental Sciences
IdentifiersURN: urn:nbn:se:uu:diva-201672OAI: oai:DiVA.org:uu-201672DiVA: diva2:628424
Master Programme in Sustainable Development
2013-05-24, Geocentrum, Villavägen 16, Uppsala, 22:37 (English)
Vinterbäck, Johan, Forskningsingenjör