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Consumer Behaviour in Renewable Electricity: Can identity signaling increase demand for renewable electricity?
Uppsala University, Disciplinary Domain of Science and Technology, Earth Sciences, Department of Earth Sciences.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

 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
Keyword [en]
Renewable Electricity, Identity Signaling, Consumer Behaviour, Sustainable Development, Marketing
National Category
Other Earth and Related Environmental Sciences
URN: urn:nbn:se:uu:diva-201672OAI: diva2:628424
Educational program
Master Programme in Sustainable Development
2013-05-24, Geocentrum, Villavägen 16, Uppsala, 22:37 (English)
Available from: 2013-06-14 Created: 2013-06-13 Last updated: 2013-06-14Bibliographically approved

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