Willingness to Pay for Renewable Electricity: A Review of Utility Market Research

摘要: As competition in the electric utility industry has become more widespread and federal legislation deregulating likely, utilities have concerned about actions they can take to help ensure loyalty of their customers. National polls have, for 20 years, found majority preferences renewable energy over other sources. This issue brief compiles analyzes recent market research conducted by companies on customer interest willingness pay electricity. Findings areas examined this review are: Customers are favorable toward sources electricity, although know little them; Solar wind most favored electricity generation; Majorities 52% nearly 100% residential customers said were willing at least a modest amount per month bills green power; responses follow predictable curve showing that percentages decline as cost increases. The pricing is approximately 2% near program rollout $5/month price increment, should increase slowly but steadily time; may view with favor, be purchase from, provide power.