Willingness to pay lip service? Applying a neuroscience-based method to WTP for green electricity

Herbes, Carsten; Friege, Christian; Baldo, Davide; Mueller, K H

doi:10.1016/j.enpol.2015.10.001

Cited by 41 publications

(29 citation statements)

References 71 publications

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“…Positive values contribute to greater utility of the product and negative values to lesser utility in the eyes of the consumer. The willingness to pay (wtp) is often calculated with this regard; however, it creates inflated values and distorts the results and even new features in DCE have been proposed to improve the wtp estimates [64][65][66][67][68][69].…”

Section: Resultsmentioning

confidence: 99%

Marketing Green Fertilizers: Insights into Consumer Preferences

Dahlin

Halbherr

Kurz³

et al. 2016

Sustainability

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Abstract:In an effort to support the long-term viability of the bioenergy industry through an end market for digestate, we investigated purchasing preferences for fertilizer product features in the home gardening market. We conducted a discrete choice experiment (DCE), presenting 504 respondents with a total of 6048 product attribute choices in a simulated context that replicated the tradeoff decisions made in the real marketplace. We analyzed the choice data using a hierarchical Bayes estimate to generate part-worth utilities for fertilizer product attributes. We then conducted a latent class analysis to identify market segments that could be expected to respond to differentiated product design strategies. We were able to quantify both purchasing preferences for fertilizer product attributes as well as the importance of each attribute to the perceived utility of a product. We were further able to identify five distinct market segments that make clear the potential for differentiated strategies in the home gardening market. We found both negative and positive price sensitivities, with sociodemographically distinct subgroups that favored low-, mid-, and high-priced products. We also found purchasing preferences for brand status, product labeling and nutrient values. Our results provide insights that should help product managers in the biogas industry develop marketing strategies to integrate digestate into a sustainable energy production system.

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Section: Resultsmentioning

confidence: 99%

Marketing Green Fertilizers: Insights into Consumer Preferences

Dahlin

Halbherr

Kurz³

et al. 2016

Sustainability

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“…We are looking at French citizens primarily as potential consumers of biomethane-based products and not as voters or residents living near a biogas plant, i.e., we focus on market acceptance rather than socio-political acceptance or community acceptance [48] but incorporate more general research on socio-political acceptance of biogas to generate our categories [49][50][51][52]. We are well aware that WTP is a concept that is usually addressed with quantitative methods [26,27], but the product attributes used in those studies may nevertheless be very helpful in a primarily qualitative study like our own.…”

Section: Methodsmentioning

confidence: 99%

“…So, creating biomethane-based gas products could be an effective strategy for both biomethane plants and utilities to monetize the positive ecological characteristics of biomethane while growing the GOO market. Many studies from around the world have shown that consumers are willing to pay a premium for green electricity products [26][27][28], and there is reason to think this could also be the case for biomethane [29].…”

Section: Introductionmentioning

confidence: 99%

Towards marketing biomethane in France—French consumers’ perception of biomethane

Herbes

Chouvellon²,

Lacombe

2018

Energ Sustain Soc

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Background: French energy policy calls for ambitious growth in the biogas sector, with the quantity of biomethane fed into the public grid targeted at 8 TWh per year by 2023. Although today biomethane in France serves predominantly as vehicle fuel, the domestic heating market, with its high share of gas heating, should see biogas growth in the future, provided consumer demand can develop and suppliers can emerge savvy enough to respond to that demand. Methods: Towards this end, we conducted qualitative interviews with some mixed-methods elements with French consumers in the South of France to explore their knowledge of and attitudes towards biogas as well as their preferences for specific product features of biomethane-based gas products. Results: We found that today's consumers have little knowledge of biogas production and feel uncertain and doubtful about products. They can name reasons, both environmental and financial, for and against biogas. They favor biomethane products from agricultural residues and biodegradable household waste, rejecting energy crops. In principle, they value local production by small suppliers, find ecolabels helpful, and look favorably upon extra environmental benefits accruing from the sale of biogas. However, consumers labor under misconceptions regarding the costs of biomethane production. Conclusion: Crafting communication strategies that address widespread consumer doubt and consumer perceived risk is the challenge suppliers face in order to allow consumers to make a well-based decision.

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“…Then the environmental impact assessment can be analyzed according to the model of Figure 4. To ensure the superposition of environment impact and economic costs, the concept of "willingness to pay" is proposed to unify the units of environmental impact and economic costs (Herbes, Friege, Baldo, & Mueller, 2015;Zalejska-Jonsson, 2014).…”

Section: The Uncertainty Of Remanufacturing Factor and System Boundariesmentioning

confidence: 99%

Optimal Timing and Recycling Operation Mode for Electro-Mechanical Products Active Remanufacturing

Gao¹,

Li²,

Peng³

et al. 2016

Front. Eng

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The uncertainties of remanufactured products in multi-life cycle service, such as injury and restoration process route, are comprehensively analyzed in the present study from perspectives of cost and the environment. Based on life cycle assessment method and the life cycle cost analysis, the optimal timing model of active remanufacturing for electro-mechanical products is established considering these uncertainties. In addition, regarding the active remanufacturing as its guidance, this study explores the economic efficiency and corresponding operation mode of electro-mechanical products when recycling in the optimal timing. To validate the optimal timing model for electro-mechanical products active remanufacturing, a specific type of product is taken as a case study with mathematical statistics method and Monte Carlo simulation.

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Willingness to pay lip service? Applying a neuroscience-based method to WTP for green electricity

Cited by 41 publications

References 71 publications

Marketing Green Fertilizers: Insights into Consumer Preferences

Marketing Green Fertilizers: Insights into Consumer Preferences

Towards marketing biomethane in France—French consumers’ perception of biomethane

Optimal Timing and Recycling Operation Mode for Electro-Mechanical Products Active Remanufacturing

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