Effects of Demographic Characteristics on Consumer’s Choice of Buying Green Products: An Empirical Study of Swedish Electricity Market : Can demographic characteristics of Swedish consumers, influence the choice of green electricity over conventional elec

Abstract: Title Effects of Demographic Characteristics on Consumer’s Choice of Buying Green Products: An Empirical Study of Swedish Electricity Market. Purpose Purpose of the research to study the consumer behaviour of the Swedish audiences based on  different demographic characteristics i.e. age, gender, income status, educational level and area of residence. The information will be useful to know that how different target groups based on different demographic attributes, perceive and respond the green electricity programmes, which will helpful to study the consumer behaviour and marketing of green electricity in Sweden. Methodology This research is mainly based on quantitative research, method which deals with use of statistical tools and numbers. A part of this research is also based on qualitative research which emphases on in depth analysis of information and finding a conclusion from the information gathered. The data have collected through using both primary and secondary sources. This research is mainly based on quantitative pattern; hence the data have collected using primary sources; the questioners. The questionnaires were distribute among the people of different age groups, income status, number of persons living in a household, residential status and income status. The aim of this survey was to target the audiences from whole Sweden, but due to limited time the data has collected only from the inhabitants of Eskilstuna, Västerås, Kvicksund, Södetalje, Köping, Arboga and Stockholm.   Analysis and findings For finding and analysis we have adopted a conceptual model to study the impacts of demographic characteristics on consumers’ choice of green electricity. This model leads to analysis according to findings from questionnaire and literature. Conclusion After careful compilation and analysing the results of our findings and with reference to the research topic of this thesis we have come to a conclusion that demographic characteristics (gender, age, income, education and area of residence) of Swedish consumers can influence their decision making to purchase green electricity.