Pricing of Biomethane Products Targeted at Private Households in Germany—Product Attributes and Providers’ Pricing Strategies

摘要: In the effort to combat global warming, renewable energies play a key role. However, most efforts are still focused on electricity market, so renewables remain underrepresented in heat market. Biomethane derived from biogas is an intriguing option for using energy generate residential homes. biomethane comes at significantly higher cost than natural gas, meaning providers have ask price premium consumers. Determining pricing strategy thus of crucial importance. Besides cost, consider consumers’ willingness-to-pay (WTP) product. We propose that they could draw existing research WTP green electricity, albeit with some important modifications and scarce biomethane. To explore this proposition, we performed first-of-its-kind analysis providers’ strategies biomethane, both published data provided response e-mail queries. Based features prices 165 biomethane-based gas products private households Germany, find could, according research, elicit not priced accordingly. As consumer market its early development, our results suggest opportunities certain products.