All things being equal, given the choice between clean renewable energy or dirty polluting energy, nearly everyone would choose clean power. However, things are not always equal. Even in cases where renewables are available, some people that claim they would prefer renewable energy, for various reasons, still do not make green choices. This is called the “green gap”, when individuals claim to have concern for the environment; however, their actual decisions and behaviors do not display these stated values.
- Technological change. New infrastructure technologies that increase transparency, consumer awareness of electricity consumption, and enable adoption of such innovations.
- Individual cognitive characteristics. How individual behaviors affect economic decision-making, particularly regarding risk aversion, status quo bias, and the use of heuristics to make choices in a complex information-overload environment.