Consumers' switching inertia in a fictitious electricity market

Consumers in the deregulated Swedish electricity market do not switch from their incumbent supplier to the extent that would be economically beneficial. To examine potential causes for this switching inertia, a mail survey was administered to 540 Swedish electricity consumers who were randomly assigned to four experimental conditions and a control condition. Survey participants in the experimental conditions first made a choice of a supplier; then, they made choices between this alternative (their ‘incumbent supplier’) and other alternatives that differed from the incumbent supplier on price, quality of information, market share and availability of ‘green’ electricity. The results showed that lower price, higher quality of information, medium–large market share, and availability of green electricity increased switching to the alternatives to the incumbent supplier. A remaining general preference for choosing the incumbent supplier was reduced by instructions that removed feelings of loyalty and informed about the economic benefits of switching for all consumers.