This research focuses on revealing the factors that affect the consumer’s choice to switch electricity provider (supplier) as an emerging issue after the recent opening of the free electricity market to the Bulgarian household consumers in the spring of 2016.

The Theory of planned behavior (TPB) and the Engel-Blackwell- Miniard model (EBM) were used as base of the conceptual framework of the current study. Hypothesis were created and tested empirically with data collected via questionnaire. The questionnaire was distributed online and face-to-face in three major cities in Bulgaria and collected 557 responses.

Statistical analyses were used to investigate the relationships between the switching intention and the various factors said to determine it.

The empirical findings showed a significant direct correlation between the switching intention and all of the investigated factors: customer satisfaction, subjective norms, knowledge, alternative attractiveness, perceived behavioral control and attitude towards switching.

This paper has both theoretical - by building up on the existent theories and managerial contributions by providing new empirical data that could be used as base of strategy formation.