While many consumer surveys show very positive attitudes towards renewable energy, the share of consumers actually purchasing green electricity is still in the single-digit percent range in most countries. What can be done to help consumers with positive attitudes towards green electricity to...

Consumers have the power to contribute to creating a more sustainable future by subscribing to green electricity tariffs. In order to reach consumers ‘beyond the eco-niche’, identifying the drivers that positively influence the adoption of green electricity is of fundamental importance. This...