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Consumer inertia in energy markets: Insights from behavioral economics

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  • Astrid Gamba
  • Anna Bottasso

Abstract

The transition towards deregulated energy markets requires a dynamic participation by consumers. Yet, in many European countries, a high degree of consumer inertia is observed: the rate of switching to new tariffs and providers is far from being satisfactory. Neoclassical consumer choice models cannot explain this phenomenon, unless assuming that perceived transactions costs are disproportionately high. This paper discusses how more realistic assumptions about consumer behavior can help interpret low switching rates. In particular, it examines psychological aspects (e.g., loss aversion, present bias, ambiguity aversion) and cognitive biases (e.g., choice overload, overconfidence) that can explain consumer stickiness in energy markets. Different behavioral traits point at different policy interventions. Therefore, such analysis illustrates how crucial it is that policy-makers aiming at reducing consumer inertia take these behavioral aspects into account and make use of experimental testing when laying out interventions.

Suggested Citation

  • Astrid Gamba & Anna Bottasso, 2019. "Consumer inertia in energy markets: Insights from behavioral economics," ECONOMIA PUBBLICA, FrancoAngeli Editore, vol. 2019(3), pages 113-130.
    • Handle: RePEc:fan:epepep:v:html10.3280/ep2019-003005
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    More about this item

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L51 - Industrial Organization - - Regulation and Industrial Policy - - - Economics of Regulation
    • L94 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Electric Utilities
    • L95 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Gas Utilities; Pipelines; Water Utilities

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