Factors Affecting Consumers for Purchasing Electricity inSweden

Abstract: Purpose As Sweden is one of the countries who pays a lot of attention towards the sustainability ofthe society, eco green businesses and also promotes environmental friendly products. So thepurpose of this study is to analyze the factors which influence consumers before choosingany electricity supplier, whether it is low price, better services, environmental friendly oravailability. And in this way we can check finally that how much people concern aboutenvironment and environmental friendly products. Methodology We have defined the procedure through which we did this research; mainly focus on thequantitative research which we get from questionnaires from different people belong todifferent groups to analyze the different factors that influence the consumer’s choice. Wealso included literature review and conceptual frame work of academic work to providemore depth to the readers about the subject. Besides that the data collection and theory ofresearch is presented in this part. Finding and Analysis Finally, we presented analysis through using the adopted model on consumer decisionprocess and green marketing strategies for competitive advantage and the findings that weget through questionnaire. Conclusion The factors which affect the consumer choice on choosing electricity supplier in Sweden aremajorly influenced by low prices followed by social responsibility, services andenvironmental friendly.