The energy transition from fossil-based to renewable energy sources is one method of tackling climate change. In Japan and nations with similar, centralized energy supply systems, the challenge to shift from top-down energy planning to bottom-up, citizen-driven change remains a challenge. Thus, it is critical to understand householder preferences and how they influence energy-related behaviors. This study investigates householder consumers' preferences and behaviors regarding changing their energy supply company and their reasoning. Policy implications identified include the need to increase energy options and identify the economic and environmental benefits of market participation.
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