Strategies of Energy Suppliers and Consumer Awareness in Green Energy Optics

Abstract

This research aims to identify (1) whether consumers have an impact on the energy sector, (2) to what extent consumers have an impact on the energy sector, and (3) whether there is so-called energy communism. We understand this phenomenon as the process of energy suppliers imposing energy sources on which the end consumer has zero or very little influence. The research, therefore, focused on a B2C analysis, in five selected countries: the USA, Canada, Australia, the UK, and Poland (N = 500). The research subjects are a homogeneous group in terms of the sources of green energy, and the volume of production of this type of energy and its increments. The investigation was conducted using the procedure appropriate for the triangulation of research methods. Three hypotheses were verified. The first one was rejected, which aimed to determine whether individual consumers are guided by green energy in their choices. The second hypothesis—that energy suppliers do not take into account customer needs/expectations and pursue their strategies—was partially confirmed but was also directed for further exploration. The third hypothesis was whether the consumer is free to make the decision to switch energy suppliers—if so, what is the hierarchy of the most and least decisive factors in the choice of supplier? The verification of this hypothesis indicates that there is no specific pattern that consumers follow when choosing an energy supplier.