EAN: 9783954890743

GREEN POWER ALREADY OUT OF BREATH? WHY DO GERMA...

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 criteria  provided by the Norm Activation Model  and
the Theory of Planned Behavior in order to see whether respondents intend to switch after all.
Therefore  the survey was distributed via the snowball system  and has been completed by 115
respondents  providing data on 77 respondents who still consume conventional power.

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