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Do government-initiated energy comparison sites encourage consumer search and lower prices? Evidence from an online randomized controlled experiment in Australia

Author

Listed:
  • Md. Main Uddin
  • Liang Choon Wang
  • Russell Smyth

Abstract

We conduct an Online randomized controlled experiment in Australia in order to examine whether government initiatives to encourage the use of energy comparison sites increase consumer search and result in lower prices. Despite significant price variations across energy retailers, our experiment indicates that while providing information about the potential gains from using the governmentowned Victoria Energy Compare (VEC) website encourages participants to visit the website, it is not effective in inducing them to contact, or switch, retailers who are providing better offers. Moreover, the availability of a $50 bonus associated with using the VEC website reduces the likelihood that lowincome participants contact, or switch retailers, in order to lower their electricity prices, leading to an increase in their electricity expenditure. Our findings imply that government-initiated comparison sites are not sufficient to promote competition and that providing consumers with financial incentives for using these sites in order to encourage competition may potentially backfire.

Suggested Citation

  • Md. Main Uddin & Liang Choon Wang & Russell Smyth, 2020. "Do government-initiated energy comparison sites encourage consumer search and lower prices? Evidence from an online randomized controlled experiment in Australia," Monash Economics Working Papers 11-20, Monash University, Department of Economics.
    • Handle: RePEc:mos:moswps:2020-11
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    JEL classification:

    • H24 - Public Economics - - Taxation, Subsidies, and Revenue - - - Personal Income and Other Nonbusiness Taxes and Subsidies
    • H31 - Public Economics - - Fiscal Policies and Behavior of Economic Agents - - - Household
    • Q43 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Energy and the Macroeconomy
    • Q48 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Government Policy

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