Household Preferences for Load Restrictions: Is There an Effect of Pro-Environmental Framing?

Thomas Broberg (), Aemiro Melkamu Daniel and Lars Persson ()
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Thomas Broberg: CERE - the Center for Environmental and Resource Economics
Lars Persson: CERE - the Center for Environmental and Resource Economics

No 2019:8, CERE Working Papers from CERE - the Center for Environmental and Resource Economics

Abstract: In this paper we investigate if a pro-environmental framing influences households' stated willingness to accept restrictions on their electricity use. We use a split-sample choice experiment (CE) and ask respondents to choose between their current electricity contract and hypothetical contracts featuring various load controls and a monetary compensation. Our results indicate that the pro-environmental framing have little impact on the respondents' choices. We observe a significant framing effect on choices and marginal willingness-to-accept (MWTA) for only a few contract attributes. The results further suggest that there is no significant framing effect among households that engage in different pro-environmental activities.

Keywords: Choice experiment; Demand response; Electricity contract; Load management; Pro-environmental framing; Willingness to accept (search for similar items in EconPapers)
JEL-codes: C25 D83 Q51 Q54 (search for similar items in EconPapers)
Pages: 28 pages
Date: 2019-06-12
New Economics Papers: this item is included in nep-agr, nep-cta, nep-dcm, nep-ene, nep-env, nep-exp, nep-res and nep-upt
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Citations: View citations in EconPapers (1)

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Journal Article: Household preferences for load restrictions: Is there an effect of pro-environmental framing? (2021)
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Persistent link: https://EconPapers.repec.org/RePEc:hhs:slucer:2019_008

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