Green Consumer Behavior: Effects of Demographic Characteristics on Consumer’s Choice of Buying Green Products: An Empirical Study of Swedish Electricity Market
DOI:
https://doi.org/10.56220/uwjms.v3i1.37Keywords:
Consumer behavior, consumer demographics, green marketing, renewable energyAbstract
Purpose: This study provides a better understanding of how demographic characteristics play a decisive role in consumers’ decision making of buying green electricity. Purpose of this research is to examine how environmental issues are important among the consumers of different demographic groups based on (age, gender, income status, educational level and area of residence) of Swedish consumers and how they could affect the consumers’ decision making process of buying green electricity.
Design/Methodology: This research is mainly based on quantitative model for which the primary data was collected through a self-administrated questioner. The sample size was 400 Swedish people who buy electricity from different companies.
Findings: The study concludes that demographic characteristics (gender, age, income, education and area of residence) of Swedish consumers can influence their decision making to purchase green electricity. The study concludes that Swedish consumers are willing to pay for environmental sustainable products i.e. green electricity and they are also aware of the fact that the price of green energy is higher than conventional energy. To develop awareness in consumers mind; companies should use advertisement and positioned themselves as a socially responsible and environmentally with competitive prices.
Implication: The finding of the study have important implication for the users of green electricity and this information will be useful for environmentalists, researchers in finding new markets for green electricity, policy makers and energy companies.
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