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 Taibi-Hassani ()
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Salima Taibi-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 mode (search for similar items in EconPapers)
Date: 2022-09-08
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Published in 9th FAERE ANNUAL CONFERENCE, UNIVERSITY ROUEN NORMANDY, Sep 2022, ROUEN, France

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