The master thesis “Factors Influencing the Decision-Making Process of Austrian SMEs in Adopting Green Electricity and the Associated Strategic Implications for Energy Utilities” explores the barriers and drivers affecting SMEs’ adoption of green electricity, emphasizing the need for tailored solutions and innovative business models from energy utilities to support this transition and enhance sector sustainability. Here is the abstract:

This master’s thesis investigates the factors influencing the decision-making process of Austrian small and medium-sized enterprises (SMEs) in adopting green electricity and the strategic implications for energy utilities. As the global energy landscape shifts towards sustainability, SMEs, despite their large economic contributions, face numerous barriers to green energy adoption, including financial constraints, technological challenges, and regulatory hurdles. However, drivers such as environmental responsibility, market pressure, and long-term cost savings are compelling SMEs to explore green energy solutions. This research, which includes insights gathered from interviews with industry stakeholders and experts, highlights the role of energy utilities in facilitating this transition by offering tailored solutions like advisory services, energy community consulting, and innovative business models integrating renewable energy. The findings underscore the necessity of a supportive policy framework to reduce bureaucratic obstacles and provide stable, long-term incentives for SMEs. The work concludes that adapting traditional utility business models to include decentralized energy systems and value-added services is essential for both the sustainability of the energy sector and the long-term viability of SMEs.