Sebastian Lotz, economists, the research fellow at the Stanford and the Felix Ebeling as a university of the Cologne in the Germany. Conducted the experiment in the behavioral decision design for examining whether 42000 German households are more or less to purchase the green energy is depending on how a service has pitched to them. In a one group, the customers given an option to opt in to the plan which provides the electricity from the renewable sources at the raised cost of 0.03 dollars per kilowatt hour. A second group had an energy choice, pre – selected in a price structure, but it gives an option to opt out. An effect of the nudging customers towards the choice surprisingly strong. During about a seven percent of an opt in group purchased the green energy plans, the estimated seventy percent of an opt out group have elected to stay with the renewable energy sources. During the researchers expecting that an opt out, nudging could perhaps the double green energy contracts, this led to the closer into the tenfold increase.
While this is easy to find out the excuses for not choosing the green energy. This is the hardest to find out the reason to negate the important belief. Researchers think that they taped to the powerful mechanism to steer environmentally conscious behaviors that they plan to test it with the customers from the other countries. Lotz and the Ebelingare interested in investigating that how the financial incentives have paired with the network of the intelligent energy management devices would streamline the energy usage. Presently, the researchers working alongside the high technology startups as well as the energy suppliers to nudge the customers towards the smarter energy consumption by just conducting the energy intensive tasks while off-peak energy demand times.