The impact of framing on consumer selection of energy tariffs

The issue how to convince energy consumers to switch from traditional to renewable energy imposes a major challenge upon the energy industry. So far, researchers mainly pointed to the role of consumers´ positive attitude toward renewable energy in such switching behavior. The major aim of the present study was to explore if the “framing” of tariff-related messages also impacts people´s selection of renewable energy. Results of three behavioral experiments reveal that consumers respond differently to the positive or negative framing of tariff-related messages, also depending on their high or low attitude toward renewable energy. This indicates that framing effects do impact energy tariff selection, and that we can more effectively promote sustainable energy consumption once we frame information concerning renewable energy tariffs in congruence with consumers´ energy-related attitudes.