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The following investigation provides a profound analysis on the motives that hinder German consumers from shifting to green power vendors. While academic research provides many potential reasons, only a few investigations have so far dealt with internal and external influences on switching behavior as well as actual compliance with theoretical models.
In this context, a survey has been undertaken in the Federal State of Mecklenburg-West-Pomerania to analyze the personal relevance of different motives for consumers. Furthermore, the survey also aimed at analyzing the compliance of theoretical criteria, provided by the Norm Activation Model, and the Theory of Planned Behavior in order to see whether respondents intend to switch after all. Therefore, the survey was distributed via the snowball system, and has been completed by 115 respondents, providing data on 77 respondents who still consume conventional power.

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Sarah Herz was born in 1988. She received a double bachelor´s degree in International Business Studies at the University of Applied Science in Wernigerode, Germany, and at the University of Southern Denmark, in Esbjerg in 2012. Subsequently, she started her master´s degree in Business Psychology at the University of Bremen, Germany. The author´s international experience in Denmark and Finland, each of them lasting for one year, have made her a lot more sensible for her native culture, and thus, enforced a strong interest in the combination of culture-specific psychological issues and business contexts.

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