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Information as potential key determinant in switching electricity suppliers

Author

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  • Magdalena Six

    (University of Vienna)

  • Franz Wirl

    (University of Vienna)

  • Jaqueline Wolf

    (University of Vienna)

Abstract

In this paper, we investigate the drivers and obstacles to switch the electricity supplier for Austrian households. Since the liberalization of the market in 2001, the annual switching rates have remained at surprisingly low levels, leading to a loss of significant savings potential for Austrian households. The results of our exploratory study suggest that the knowledge about tariffs and electricity suppliers is the driving force for the decision to switch. The lack of information might also explain the low incentive effect of savings potentials. Thus, we suggest that for price competitive electricity suppliers, it might be more effective to familiarize customers with tariff structures and savings potentials than to advertise with “green electricity” as it is the common strategy at the moment.

Suggested Citation

  • Magdalena Six & Franz Wirl & Jaqueline Wolf, 2017. "Information as potential key determinant in switching electricity suppliers," Journal of Business Economics, Springer, vol. 87(2), pages 263-290, February.
    • Handle: RePEc:spr:jbecon:v:87:y:2017:i:2:d:10.1007_s11573-016-0821-9
    DOI: 10.1007/s11573-016-0821-9
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    References listed on IDEAS

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    Cited by:

    1. Schleich, Joachim & Faure, Corinne & Gassmann, Xavier, 2017. "Household electricity contract and provider switching in the EU," Working Papers "Sustainability and Innovation" S14/2017, Fraunhofer Institute for Systems and Innovation Research (ISI).
    2. Esplin, Ryan & Best, Rohan & Scranton, Jessica & Chai, Andreas, 2022. "Who pays the loyalty tax? The relationship between socioeconomic status and switching in Australia's retail electricity markets," Energy Policy, Elsevier, vol. 164(C).
    3. He, X. & Reiner, D., 2018. "Consumer Engagement in Energy Markets: The Role of Information and Knowledge," Cambridge Working Papers in Economics 1867, Faculty of Economics, University of Cambridge.
    4. Amenta, Carlo & Aronica, Martina & Stagnaro, Carlo, 2022. "Is more competition better? Retail electricity prices and switching rates in the European Union," Utilities Policy, Elsevier, vol. 78(C).
    5. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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    More about this item

    Keywords

    Electricity markets; Switching behavior; Liberalizing market; Role of information; Binary choice; Binomial response; Endogeneity; Endogenous dummy variable;
    All these keywords.

    JEL classification:

    • C24 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Truncated and Censored Models; Switching Regression Models; Threshold Regression Models

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