Individual preferences revelation mechanism and incentive to choose green electricity: an analysis of the consumer decision process

Marketing opening in the electric sector and green electricity products supply increase opportunity for households to voluntarily support renewable energy production. Despite the general development of committed actions, and in the lack of public intervention on prices, subscription rates are strongly below consumers' interest announcements and stated willingness to pay. This thesis analyses green electricity subscription factors: how to promote subscription in the case of individual sensitive and rather favourable attitude toward green electricity? Is it possible to encourage preference revelation? Answering these questions requires combining economics analysis and psychological concepts. In that aim, we employ the Theory of Planned Behavior, a social psychology model able to articulate theoretical analysis, psychological concepts and an empirical survey carried out in St Gallen (Switzerland). This survey is based on experimental method and commits, firstly, in testing our hypothesis, secondly in providing a method to influence individual beliefs in order to reinforce subscription intention. Finally, the survey is employed as an incentive tool for concretizing the intention and then promoting individual subscription. We determine that even though the premium to be paid may be an obstacle to subscription, other behavioral and attitudinal factors can explain the construction of individual preferences, intention and action. Analysing the various green electricity demand motivations as well as supply determinants enables to introduce the concept of 'certainty of subscription benefit'. The more the consciousness of personal benefit, the less price an obstacle to subscribe. As a result, our work aims firstly at providing analytical explanations to decision makers concerning the origin of the voluntary individual contribution to public goods as the environment, secondly, at developing green electricity preferences revelation mechanism. This kind of analysis is particularly relevant for supporting the development of the current and emerging green markets, for example the French green market established the first of July 2007. (author)