Residential consumers in the Cape Peninsula’s willingness to pay for premium priced green electricity

Whatever the customer wants, the customer gets? Exploring the gap between consumer preferences and default electricity products in Germany

“…Roe et al (2001) and Bird et al (2002) analyzed preferences of private household customers and found that they are willing to pay a higher price for green power than for the standard electricity mix. Customers prefer renewable energy sources (Borchers et al, 2007;Farhar, 1999;Kaenzig and Wüstenhagen, 2008;Mozumder et al 2011) and many studies show that a majority of consumers report a willingness to buy electricity generated from renewable energy sources, even at a premium (Gerpott and Mahmudova, 2009;Hansla, 2011;Litvine and Wüstenhagen, 2011;Menegaki, 2012;Menges et al, 2004;Menges et al, 2005;Mewton and Cacho, 2011;Nomura and Akai, 2004;Oliver et al, 2011;Susaeta et al, 2011). The relative price premium customers are willing to pay varies significantly between studies.…”

Willingly or grudgingly? A meta-analysis on the willingness-to-pay for renewable energy use

“…Studies on RES are sparse in other continents. In the course of our literature search, we found only one related study in South America [2], and three in Africa [3][4][5]. The types of RES examined by these studies are usually generic, also termed as green or clean energy source.…”

On the construct validity of measures of willingness to pay for green electricity: Evidence from a South African case

“…[10]). Only two studies were conducted in Africa: one in South Africa [11] and one in Kenya [12]. From these findings, there seems to be a lack of studies from emerging economies.…”

“…a Respondents were informed that the extra payment would be used to generate GE and is paid on a voluntary basis. These three initial opening bid amount were deliberately chosen and based on earlier research by Oliver et al [11], who found that for a sample of residents living in the South African municipality of Cape Town, the average WTP extra was ZAR100, whereas the median value was ZAR50. b These control variables are considered as the socio-demographic characteristics, which are frequently used in WTP research and found their positive impacts on WTP (e.g.…”