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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. repec:aen:journl:ej38-6-xiaoping is not listed on IDEAS
    3. Gamble, Amelie & Juliusson, E. Asgeir & Gärling, Tommy, 2009. "Consumer attitudes towards switching supplier in three deregulated markets," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(5), pages 814-819, October.
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    Cited by:

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    2. Jeffrey T. Macher & John W. Mayo & Robert Press, 2025. "Customer switching, firm entry and regulatory policy: Evidence from retail electricity market restructuring," Economic Inquiry, Western Economic Association International, vol. 63(4), pages 1313-1333, October.
    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).
    4. Hester M. Huisman & Evert de Haan & Machiel Mulder & Jaap E. Wieringa, 2026. "The impact of energy retailers’ loyalty programmes on the effectiveness of regulation of retail energy markets," Journal of Regulatory Economics, Springer, vol. 69(1), pages 1-33, December.
    5. Defeuilley, Christophe, 2025. "Retail electricity markets in Europe: Taking stock, looking ahead," Utilities Policy, Elsevier, vol. 97(C).
    6. Thomasi, Virginia & Siluk, Julio Cezar M. & Rigo, Paula D. & Pappis, Cesar Augusto de O., 2024. "Challenges, improvements, and opportunities market with the liberalization of the residential electricity market," Energy Policy, Elsevier, vol. 192(C).

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