Green power already out of breath?; Abstract; List of Abbreviations; 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; List of References; Appendix
Summary
The following investigation provides a profound analysis on the motives that hinder German consumers from shifting to green power vendors. While academic research provides many potential reasons, only a few investigations have so far dealt with internal and external influences on switching behavior as well as actual compliance with theoretical models. In this context, a survey has been undertaken in the Federal State of Mecklenburg-West-Pomerania to analyze the personal relevance of different motives for consumers. Furthermore, the survey also aimed at analyzing the compliance of theoretical c
