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The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market

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  • Miguel Flores
  • Catherine Waddams Price

Abstract

We examine characteristics associated with consumer (dis)engagement in the residential electricity market, a topic of increasing policy interest and intervention, introducing consumer attitudes and marketing recall as new factors. General attitudes are closely associated with electricity market activity, with considerable variation in the strength and statistical significance of these relationships, indicating very different motivations amongst consumers. Recall of direct marketing routes has little identifiable effect, while advice of family and friends is influential.We identify implications for communication by both suppliers and policy makers seeking to improve the functioning of such markets, including the necessity for a variety of approaches.

Suggested Citation

  • Miguel Flores & Catherine Waddams Price, 2018. "The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market," The Energy Journal, , vol. 39(4), pages 153-180, July.
    • Handle: RePEc:sae:enejou:v:39:y:2018:i:4:p:153-180
    DOI: 10.5547/01956574.39.4.mflo
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    References listed on IDEAS

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    1. Wilson, Chris M., 2012. "Market frictions: A unified model of search costs and switching costs," European Economic Review, Elsevier, vol. 56(6), pages 1070-1086.
    2. Xiaoping He & David Reiner, 2017. "Why Consumers Switch Energy Suppliers: The Role of Individual Attitudes," The Energy Journal, , vol. 38(6), pages 25-54, November.
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    Cited by:

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    2. Shandelle Steadman & Anna Rita Bennato & Monica Giulietti, 2024. "Would You Like to Trade Your Energy? A Comparative Survey Experiment on Energy Trading Platforms," The Energy Journal, , vol. 45(3), pages 1-24, May.
    3. Feldhaus, Christoph & Lingens, Jörg & Löschel, Andreas & Zunker, Gerald, 2024. "The intrinsic value of decision rights: Field evidence from electricity contract choice automation," Resource and Energy Economics, Elsevier, vol. 78(C).

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