Psychological determinants of attitude towards and willingness to pay for green electricity |
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| Authors: | André Hansla,Amelie GambleAsgeir Juliusson,Tommy Gä rling |
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| Affiliation: | Department of Psychology, Göteborg University, P.O. Box 500, SE-40530 Göteborg, Sweden |
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| Abstract: | The results of a mail survey of 855 Swedish household consumers showed that willingness to pay for green electricity increased with a positive attitude towards green electricity and decreased with electricity costs. Attitude towards green electricity was in turn related to awareness of consequences of environmental problems for oneself, others, and the biosphere, concerns for these consequences, and self-transcedent value types. |
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| Keywords: | Green electricity Environmental concern Willingness to pay |
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