Påverkande faktorer vid valet mellan vanlig el och grön el - en studie av hushåll i Göteborgsområdet
Sammanfattning: To be able to hinder the global warming the emissions of greenhouse gases, carbon dioxide foremost, must decrease. By switching to green electricity, it is possible to reduce the emissions from electricity producing sources.In 1999, Swedenergy conducted a study about whether or not Swedish households would consider buying green electricity. According to the study, about 75 percent were willing to buy green electricity. 40 percent of these were prepared to pay a premium for green electricity. However, according to the results from the study, only one percent actually bought green electricity, and since 1999, this proportion has merely increased slightly. Several earlier studies state that multiple factors affect the consumers’ choice between green and brown electricity, although there is still no complete answer to why consumers do not switch to green electricity.The purpose of this thesis is to examine the underlying factors that affect the choice of consuming green electricity or not in the Gothenburg area. Furthermore, the study will compare the findings with earlier studies concerning the factors affecting choice of electricity.The findings in our study somewhat agree with earlier studies. However, there are further factors appearing in our study that affect the consumers’ choice between green and brown electricity. According to the new findings, households wish to receive offers to buy green electricity, and several of the respondents have not considered buying green electricity. This indicates that there is a lack of commitment and knowledge about the green electricity, which earlier studies also point out. In addition, our study reinforces the factors price, information, proved effects on the environment, and a reliable distributor that earlier studies also do. Moreover, we have found further evidence of the warm-glow effect that consumers may feel exist when consuming green electricity, although respondents may also buy green electricity in order to support environmentally friendly behaviour.
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