Assessment of Korean customers’ willingness to pay with RPS

To increase the use of renewable energy, the Korean government will introduce the Renewable Portfolio Standard (RPS) in 2012. The RPS places responsibility for extra renewable energy costs on the consumers and allows price competition among different renewable sources. Accordingly, this study analyzes through the contingent valuation (CV) the willingness of Korean households to pay more for electricity generated by wind, photovoltaic (PV), and hydropower. Our empirical results show that, although the willingness to pay (or WTP) was highest for wind power and lowest for hydropower, the differences in WTP among the renewable sources were statistically insignificant. This suggests that Korean consumers prefer a renewable portfolio that minimizes power supply costs.The average WTP for all three energy types was KRW 1562.7 (USD 1.350) per month per household, which was approximately 3.7% of the average monthly electricity bill in 2010. This amount represents only 58.2% of what the Korean government allocated in its budget to the new and renewable energy dissemination program in 2010. Thus, our results imply that the promotion of the new and renewable energy dissemination program may be difficult only with the WTP for electricity generated from renewable sources. Specifically, the mean WTP will not support the set-aside dissemination capacity for PV after 2014.     

Supply of renewable energy sources and the cost of EU climate policy

What are the excess costs of a separate 20% target for renewable energy as a part of the EU climate policy for 2020? We answer this question using a computable general equilibrium model, WorldScan, which has been extended with a bottom-up module of the electricity sector. The model set-up makes it possible to base the calibration directly on available estimates of costs and capacity potentials for renewable energy sources. In our base case simulation, the costs of EU climate policy with the renewables target are 6% higher than those of a policy without this target. The uncertainty in this estimate is considerable, however, and depends on our assumptions about the availability of low-cost renewable energy: the initial cost level, the steepness of the supply curves and share of renewable energy in the baseline. Within the range we explore, the excess costs vary from zero (when the target is not a binding constraint) to 32% (when the cost progression and the initial cost disadvantage for renewable energy are high and its initial share is low).     

Random preferences towards bioenergy environmental externalities: A case study of woody biomass based electricity in the Southern United States

This paper contrasts alternate methodological approaches of investigating public preferences, the random parameter logit (RPL) where tastes and preferences of respondents are assumed to be heterogeneous and the conditional logit (CL) approach where tastes and preferences remain fixed for individuals. We conducted a choice experiment to assess preferences for woody biomass based electricity in Arkansas, Florida, and Virginia. Reduction of CO₂ emissions and improvement of forest habitat by decreasing risk of wildfires and pest outbreaks were presented to respondents as attributes of using green electricity. The results indicate that heterogeneous preferences might be a better fit for assessing preferences for green electricity. All levels of both attributes were positive contributors to welfare but they were no statistically significant. Respondents expressed a positive mean marginal willingness to pay (WTP) for each attribute level. The total WTP for green electricity per kilowatt hour was $0.049 kWh or $40.5 per capita year^{− 1} when converted into future total annual expenditures.     

Assessment of public acceptance and willingness to pay for renewable energy sources in Crete

The aim of this study is to analyse and to evaluate the citizens’ public acceptance and willingness to pay (WTP), for Renewable Energy Sources (RES) in Crete. For this purpose a contingent valuation study was conducted, using a double bound dichotomous choice format to elicit people's WTP and factors affecting it. Residents of 1440 households all over Crete were interviewed face-to-face. Major conclusions can be used as a basis for sustainable energy planning, for policies and the formulation of awareness campaigns and for RES investment programs and projects in order to prepare implementation conditions and enhance public acceptance of renewable energy investments and programmes. Mean WTP per household was found to be 16.33€ to be paid quarterly as an additional charge on the electricity bill. Larger willingness to pay was reported by those with high family income and residence size, those having a higher level of energy information and awareness concerning climatic change, those who have invested in some energy saving measures, and those who suffer from more electricity shortages than others.     

Residential consumers in the Cape Peninsula’s willingness to pay for premium priced green electricity

A number of studies have explored the willingness (i.e. stated willingness as opposed to actual willingness) of consumers to pay a premium for green electricity in developed countries. However, little is known about how this translates into an emerging economy context. This study investigates the level of willingness of residential households in South Africa’s Cape Peninsula to pay a premium for electricity from renewable energy. It methodologically drew on recent contributions in the literature on norm-motivated behaviour used to identify testable factors that could influence residential consumers’ willingness to pay (WTP).     

CO2, GDP and RET: An aggregate economic equilibrium analysis for Turkey

There is a worldwide interest in renewable electricity technologies (RETs) due to growing concerns about global warming and climate change. As an EU candidate country whose energy demand increases exponentially, Turkey inevitably shares this common interest on RET. This study, using an aggregate economic equilibrium model, explores the economic costs of different policy measures to mitigate CO₂ emissions in Turkey. The model combines energy demands, capital requirements and labor inputs at a constant elasticity of substitution under an economy-wide nested production function. Growing energy demand, triggered by economic growth, is met by increased supply and initiates new capacity additions. Investment into RET is encouraged via the incorporation of (a) endogenous technological learning through which the RET cost declines as a function of cumulative capacity, and (b) a willingness to pay (WTP) function which imposes the WTP of consumers as a lower bound on RET installation. The WTP equation is obtained as a function of consumer income categories, based on data gathered from a pilot survey in which the contingent valuation methodology was employed. The impacts of various emission reduction scenarios on GDP growth and RET diffusion are explored. As expected, RET penetration is accelerated under faster technological learning and higher WTP conditions. It is found that stabilizing CO₂ emissions to year 2005 levels causes economic losses amounting to 17% and 23% of GDP in the years 2020 and 2030, respectively.     

Willingness to pay for green electricity in Korea: A contingent valuation study

Green electricity is energy that is generated from renewable energy sources such as solar power, wind power, small-scale hydroelectric power, tidal power, and biomass power. These sources mostly do not produce pollutants and are considered environmentally friendly. However, considering the current state of technology, they are more costly. Government should take visible actions to compensate for the increased production costs. This paper attempts to apply a contingent valuation (CV) method to obtain at least a preliminary evaluation of the benefits that ensue from the introduction of the policy that raises the percentage of green electricity consumption from 0.2% of the total electricity supply to 7% by 2011. Overall, the CV survey was successful in eliciting the willingness to pay (WTP) for green electricity considering that the CV method operated within respondents’ abilities to answer and the WTP estimates were statistically significant. The monthly mean WTP estimates from parametric and non-parametric methods were KRW 1681 (USD 1.8) and KRW 2072 (USD 2.2), respectively. The estimates of the annual benefits to relevant residents amounted to KRW 150.5 billion (USD 157.5 million) and KRW 185.6 billion (USD 194.2 million), respectively.     

Supplier choice and WTP for electricity attributes in an emerging market: The role of perceived past experience,environmental concern and energy saving behavior

This study analyzes customers' preferences and their willingness to pay (WTP) for certain service attributes in an electricity supplier choice context. Specifically, a stated preference choice experiment is conducted in the Canary Islands' residential market where limited competition exists. Preferences for different electricity suppliers and three level-of-service attributes are investigated, namely, supply reliability, share of renewable energies and availability of a complementary energy audit service. The results might be interpreted as an indication of different aspects new firms need to consider if they plan to enter in the market. There is an opportunity for new companies to establish in the market, though evidence of brand loyalty to the current company and/or significant switching costs are also found, especially in the case of older people. Regarding the estimated WTP, several results should be highlighted. First, customers who have experienced more serious outages in the past tend to show a higher WTP to reduce the outage frequency. Second, highly-educated respondents, those who state a great concern for the greenhouse gases (GHG) emissions and those who carry out energy saving actions in their homes exhibit a larger WTP for renewable energies. This empirical evidence provides useful information for authorities responsible for energy policy design.     

Households’ willingness to pay for developing marine bio-hydrogen technology: The case of South Korea

The utilization of renewable energy sources for hydrogen production is attracting attention regarding a sustainable future energy system. The South Korean Government aims to develop and commercialize marine biological hydrogen (MBH) technology, which produces hydrogen using marine hyperthermophilic archaeons. The purpose of this study is to perform an economic evaluation of MBH technology based on households’ mean willingness to pay (WTP). The contingent valuation method and cost–benefit analysis are used as methodologies for detailed analysis. The results show that the mean WTP estimate is KRW 2508 (USD 2.14) per household per year, but the ratio of households with zero WTP is considerable. The net present value and the benefit–cost ratio of MBH technology development are KRW 169.04 billion (USD 144.35 million) and 5.65, respectively, proving the high economic feasibility of the technology. Several implications for future decisions on MBH technology are provided based on the results.     

Social demand for electricity from forest biomass in Spain: Does payment periodicity affect the willingness to pay?

In this article, we analyze social preferences for a partial substitution programme of electricity generated by conventional energy sources, for energy generated from a local renewable energy source, such as forest biomass. This analysis sets arguments in favour of accelerating the introduction of this renewable technology in the Spanish Electricity System. Simultaneously, two methodological goals concerning the contingent valuation method are discussed. In the first one, we analyze if there are statistical differences in the willingness to pay (WTP) when a single- or a double-bounded format is employed to ask the valuation question. Results show that WTP estimates from single- and double-bounded significantly differ. In the second one, we analyze the effect of the periodicity of the payment vehicle on the estimates of welfare change. The timeframe specification of the payment vehicle has been scarcely studied, and this fact constitutes the main contribution of this paper to the specialized literature. Results show that periodicity influences upon the probability to favour the proposed change. The periodicity does not affect to the mean WTP obtained in the single-bounded format, but there are statistical differences in the double-bounded format. These results might be explained by the presence of yea saying and payment scale bias.     

Stuck between a ROC and a hard place? Barriers to the take up of green energy in the UK

This paper examines the UK mechanisms for ensuring future investment in renewable energy through consumer adoption of green energy tariffs and the Renewable Obligation Certificate (ROC) system. Using a national survey and focus groups the stated willingness by UK customers to pay a premium for renewable or green energy and actual take up of such tariffs is assessed. Substantial differences between willingness to pay for and the adoption of green energy tariffs are reported. This disparity is linked to a range of factors including consumer confusion, lack of supply, complexities of constructing ‘green source’ tariffs under the ROC system and a lack of customer trust. It is concluded that the re-definition of the green energy market in favour of ‘green source’ tariffs, greater direct compliance with the Renewable Obligation by addressing supply constraints, and efforts in providing clearer information and choices for consumers via a compulsory green energy accreditation scheme are required if willing consumers’ are to contribute to investment in renewable energy.     

Consumers' willingness to pay for renewable and nuclear energy: A comparative analysis between the US and Japan

This paper examines consumers' willingness to pay for nuclear and renewable electricity as two alternatives to fossil fuels for the reduction of greenhouse gas emissions. We conduct a choice experiment of consumer-stated preferences on the basis of an online survey in four US states and Japan after the Fukushima nuclear plant accident. First, the results suggest that US consumers' willingness to pay for a 1% decrease in greenhouse gas emissions is $0.31 per month, which is similar to the results for the US a decade ago. Japanese consumers show a slightly lower willingness to pay of $0.26 per month. Second, the average consumer in both countries expresses a negative preference for increases in nuclear power in the fuel mix (to a greater extent in Japan). Third, renewable energy sources were endorsed by both US and Japanese consumers, who show a willingness to pay $0.71 and $0.31 per month for a 1% increase in the use of renewable source energy. This study also examines the differences in respondents' characteristics. Approximately 60% of the US respondents who did not change their perception concerning the use of nuclear energy subsequent to the Fukushima nuclear crisis have almost no preference for variation in nuclear power, which is in stark contrast to the Japanese respondents' opposition to nuclear energy.     

Willingness to pay for green electricity in Japan as estimated through contingent valuation method

Renewable energy systems, such as photovoltaic and wind-turbine energy systems, are considered to be environmentally sound from the viewpoint of carbon-dioxide emissions and resource depletion. The cost of energy supplied from renewable energy systems is higher than that of conventional fossil-fuel systems, and this hinders the wider spread of renewable-energy systems. Global environmental problems, however, are becoming more obvious. There is a movement to defray the additional cost of electricity generated in environmentally-sound processes. In this paper, we report the results of a survey using the contingent valuation method (CVM) of the willingness of Japanese households to pay more, in the form of a flat monthly surcharge, for renewable energy. The median value of willingness to pay for renewable energy by Japanese households is estimated at about 2000 yen (around 17 US$ with the exchange rate 115 yen/US$) per month per household.     

Implementation of renewable energy in Scottish rural area: A social study

Nowadays, renewable energy is considered one of the valuable sources of energy in the energy sector. It is contributing major role in fulfilling the increasing level of global energy crisis. Although most of study of renewable energy is done through its technological development and a few are done in its acceptance level socially. In such consequences, this research considers the social acceptability of renewable energy in terms of economical, environmental and cultural perspectives. As a test bed, Scottish rural areas were considered for this social study, where the areas are regarded as lacking of continuous energy supply due to weak grid and socio-economic growth. This research investigates the intimate and sensitive nature of the social issues in rural Scotland that are important in the communities when decisions are made on renewable energy supply and demand. The social interactions are investigated by means of both interviewing the local residents and distributed questionnaires among them. The responses from the interviews and the questions are analyzed according to the predefined criterion of renewable energy such as willingness to accept, changes of life style, income and pay, and education and employment.     

Willingness to pay for renewable energy investment in Korea: A choice experiment study

Renewable energy sources are considered as alternatives for coping with the high price of oil and global warming. The Korean government has set a target that 11% of the total primary energy supply should be obtained through renewable energy sources until 2030. In order to develop proper policies for renewable energy investment, it is necessary to analyze the benefits of renewable energy investment based on households’ willingness to pay. This study attempts to apply a choice experiment (CE) for assessing renewable energy investment in Korea. Moreover, we employ a multinomial probit (MNP) model to relax the assumption that all respondents have the same preferences for the attributes being valued, which is usually required in empirical CE studies. An MNP model allows the most flexible pattern of error correlation structure. The results reveal that the Korean public puts a value on the protection of wildlife, reduction of pollution, and increased employment opportunities. On the other hand, respondents do not derive significant values from the improvement of landscapes. This study is expected to provide policy-makers with useful information for evaluating and planning policies related to renewable energy investment.     

Local acceptance and heterogeneous externalities of biorefineries

Biofuels can potentially reduce lifecycle greenhouse gas emissions from energy use and help address the climate change problem. However, the siting and operation of a biofuel production facility can impact the members of the host community both positively (e.g. local jobs and income) and negatively (e.g. pollution and noise). Such ambivalent and heterogeneous external impacts result in either local support or opposition to the facility, which in turn becomes a key factor affecting biorefinery location decisions, and subsequent success of biorefineries. While a number of prior studies have analyzed economic and environmental impacts of biofuels, systematic analysis of local acceptability of biofuel production facilities is lacking. Our study explores factors that influence community attitudes towards biofuel facilities. We assess the strength of acceptability or opposition by estimating the local community's willingness to pay (WTP) either to support or to oppose a proposed biorefinery. We posit that such WTP estimates provide a more comprehensive measure of local acceptability. Results also suggest that county level socio-economic characteristics significantly influence these attitudes and WTP.     

A survey of tourist attitudes to renewable energy supply in Australian hotel accommodation

The results of a survey are presented describing the attitudes of Australian tourists to micro-generation renewable energy supply (RES) for hotel accommodation. The average positive response rate to all questions was above 50%, implying a desire by tourists for environmentally friendly accommodation and renewable energy supply. Tourists indicated that they perceived RES to be reliable and expressed a willingness to cooperate with RES initiatives and possible resultant inconveniences. However, there were mixed opinions with regard to consumer willingness to pay for the product. Of the 49% of respondents who were willing to pay extra for RES, 92% replied they would pay between 1% and 5%. Analysis of the variation in response due to accommodation type revealed a ‘city’ hotel versus ‘eco-resort’ difference. Likewise, a breakdown of responses according to country of origin indicated that Australians had a more positive attitude to RES than overseas visitors, including Japanese and Americans. While no variation in response was detected according to gender, age had a measurable bearing on response, with older guests returning a higher positive response rate. Visual queue questions querying aesthetic opinions and ‘not-in-my-backyard’ (NIMBY) attitude to RES revealed that there was virtually no opposition to photovoltaics. Opinions regarding wind energy conversion systems (WECS) varied with type and location, with rooftop WECS receiving more acceptance than stand-alone varieties. A high level of visual acceptance was shown by respondents for onshore wind farms located close to a tourist accommodation centre, with less enthusiasm for offshore farms. A strong NIMBY attitude to WECS was not observed among Australian or local respondents.     

Preference heterogeneity for renewable energy technology

This study explores heterogeneity in individual willingness to pay (WTP) for a public good using several different variants of the multinomial logit (MNL) model for stated choice data. These include a simple MNL model with interaction terms between respondent characteristics and attribute levels, a latent class model, a random parameter (mixed) logit model, and a hybrid random parameter-latent class model. The public good valued was an increase in renewable electricity generation. The models consistently show that preferences over renewable technologies are heterogeneous among respondents, but that the degree of heterogeneity differs for different renewable technologies. Specifically, preferences over solar power appear to be more heterogeneous across respondents than preferences for other renewable technologies. Comparing across models, the random parameter logit model and the hybrid random parameter-latent class model fit the choice data best and did the best job capturing preference heterogeneity.     

Aiming low and achieving it: A long-term analysis of a renewable policy in Chile

We use an Integrated Resource Planning model to assess the costs of meeting a 70% renewables target by 2050 in Chile. This model is equivalent to a long-term equilibrium in electricity and renewable energy certificate (REC) markets under perfect competition. We consider different scenarios of demand growth, resource eligibility (e.g., large hydropower), and transmission system configuration. Our numerical results indicate that the sole characteristics of the available renewable resources in the country and reductions in technology costs will provide sufficient economic incentives for private investors to supply a fraction of renewables larger than 70% for a broad range of scenarios, meaning that the proposed target will likely remain a symbolic government effort. Increasing transmission capacity between the northern and central interconnected systems could reduce total system cost by $400 million per year and increase the equilibrium share of nonconventional renewable energy (NCRE) in the system from 45% to 52%, without the need for any additional policy incentive. Surprisingly, imposing a 70% of NCRE by 2050 results in a REC price lower than the noncompliance fine used for the current target of 20% of NCRE by 2025, the latter of which represents the country's maximum willingness to pay for the attributes of electricity supplied from NCRE resources.     

A social marketing mix for renewable energy in Europe based on consumer stated preference surveys

Regardless their high potential, renewable energy resources are insufficiently exploited in Europe. This paper examines the potential of social marketing for renewable energy sources. It uses acceptability and willingness to pay results from existing surveys on renewable energy sources and generates a marketing mix for the state, organizations, businesses and consumers. These surveys typically claim to produce results that will be useful for policy making or marketing purposes. However, after they distinguish the parameters that affect acceptability or choice and willingness to pay, they do not go deeper to demonstrate the ways for the exploitation of the results. Therefore, this paper gauges the gap between the results from consumer stated preference studies and the insights generated for social marketing.