Consumer awareness of renewable energy and willingness-to-pay for energy transition in France: the less you know, the less you pay? Evidence from a discrete choice experiment

Olivier Beaumais (), Romain Crastes Dit Sourd, Dimitri Laroutis (), Patrice Lepelletier () and Salima Hassani
Additional contact information
Olivier Beaumais: LERN - Laboratoire Environnement Ressources de Normandie - COAST - Unité Observation et écologie de la restauration des écosystèmes littoraux - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer
Dimitri Laroutis: CERM - Centre de recherche en Risk Management
Patrice Lepelletier: INTERACT - Innovation, Territoire, Agriculture et Agro-industrie, Connaissance et Technologie - UniLaSalle
Salima Hassani: INTERACT - Innovation, Territoire, Agriculture et Agro-industrie, Connaissance et Technologie - UniLaSalle

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Abstract: We conduct a discrete choice experiment in France to explore how consumers' awareness of the energy transition and three renewable energy sources to produce "green" electricity shapes preferences and willingness-to-pay for green electricity. To address the issue of measurement error associated with respondents' awareness as a predictor of willingness-to-pay for green electricity, we estimate a hybrid choice model. Results show that respondents are willing to pay for green electricity and that the WTP for each of the three green electricity sources considered is indeed significantly and positively associated with awareness of energy transition and specific awareness regarding each of the green electricity sources.

Keywords: Green electricity portfolio; consumer awareness; willingness-to-pay; discrete choice experiment; hybrid choice model (search for similar items in EconPapers)
Date: 2022-09-08
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Published in La 9ème conférence annuelle de la French Association of Environmental and Resource Economists – FAERE, LERN, Sep 2022, Rouen, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04427918

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