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

Energy Policy

Volumn 39, Issue 2, 2011, Pages 544-550

  Oliver, Henry ^a   Volschenk, Jako ^a   Smit, Eon ^a  

^a UNIVERSITY OF STELLENBOSCH BUSINESS SCHOOL   (South Africa)

Author keywords

Green electricity; Households; Willingness to pay

Indexed keywords

DEVELOPED COUNTRIES; EMERGING ECONOMIES; GREEN ELECTRICITY; HOUSEHOLD INCOME; HOUSEHOLDS; RENEWABLE ENERGIES; RESIDENTIAL CONSUMERS; SOUTH AFRICA; WILLINGNESS TO PAY;

ECONOMICS; ELECTRIC GENERATORS; RENEWABLE ENERGY RESOURCES;

ELECTRICITY;

CONSUMPTION BEHAVIOR; ELECTRICITY; HOUSEHOLD ENERGY; HOUSEHOLD INCOME; RENEWABLE RESOURCE; RESIDENTIAL ENERGY; WILLINGNESS TO PAY;

CAPE PENINSULA; SOUTH AFRICA; WESTERN CAPE;

EID: 78650415083     PISSN: 03014215     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.enpol.2010.10.012     Document Type: Article

References (24)

1. Arkesteijn K., Oerlemans L. The early adoption of green power by Dutch households: an empirical exploration of factors influencing the early adoption of green electricity for domestic purposes. Energy Policy 2005, 33:183-196.
2. Bergmann A., Hanley N., Wright R. Valuing the attributes of renewable energy investments. Energy Policy 2006, 34:1004-1014.
3. Bhate S., Lawler K. Environmentally friendly products: factors that influence their adoption. Technovation 1997, 17(8):457-465.
4. Bird L., Wustenhagen R., Aabakken J. A review of international green power markets: recent experience, trends, and market drivers. Renewable and Sustainable Energy Reviews 2002, 6:513-536.
5. Borchers A., Duke J., Parsons G. Does willingness to pay for green energy differ by source?. Energy Policy 2007, 35:3327-3334.
6. City of Cape Town Municipality, 2008. [Online]. Available: 〈〉 (accessed: 6 September 2008). http://www.capetown.gov.za/en/electricity/Pages/GreenElectricity.aspx.
7. Ek K. The Economics of Renewable Energy Support 2005, Luleå University of Technology-Department of Business Administration and Social Sciences-Division of Economics, 40.
8. Hansla A., Gamble A., Juliusson A, Garling T. Psychological determinants of attitude towards and willingness to pay for green electricity. Energy Policy 2008, 36:768-774.
9. IHS Global Insight, 2008. Regional eXplorer 493, (2.3d).
10. Institute for Futures Research Business Futures 2009 2009, University of Stellenbosch.
11. Kwant K. Renewable energy in The Netherlands: policy and instruments. Biomass and Bioenergy 2003, 24:265-267.
12. Kalkman, J.B., Peters, M., 2002. Branding Electrons. McKinsey Quarterly [Online]. Available: 〈〉 (accessed: 25 June 2009). http://www.mckinseyquarterly.com/Branding_electrons_1150.
13. Nyborg, K., Howarth, R.B., Brekke, K.A., 2006. Green consumers and public policy: on socially contingent moral motivation. Memorandum No. 31, Department of Economics, University of Oslo, Norway.
14. Rex E., Baumann H. Beyond ecolabels: what green marketing can learn from conventional marketing. Journal of Cleaner Production. 2007, 15(6):567-576.
15. Rundle-Thiele S., Paldino A., Apostol S.A.G. Lessons learned from renewable electricity marketing attempts. Business Horizons 2008, 51:181-190.
16. Republic of South Africa White Paper on Renewable Energy 2003, Department of Minerals and Industry.
17. Saunders M., Lewis P., Thornhill A. Research Methods for. Business Students 2007, Pearson Education Limited, England. 4th edition.
18. Salmela S., Varho V. Consumers in the green electricity market in Finland. Energy Policy 2006, 34:3 669-3 683.
19. Small K. 2006 General Household Survey Analysis for Cape Town-zzSummary 2008, Strategic Development Information and GIS Department Strategic Information Branch.
20. Stern P.C., Dietz T., Kalof L. Value orientations, gender, and environmental concern. Environment and Behavior 1993, 25:322-348.
21. Stern P.C., Dietz T., Kalof L., Guagnano G.A. Values, beliefs, and pro-environmental action: attitude formation toward emergent attitude objects. Journal of Applied Social Psychology 1995, 25:1611-1636.
22. Turner B. The Statesman's Yearbook 2007, Palgrave Macmillan, New York.
23. Wiser R. Green Power Marketing: Increasing Customer Demand for Renewable Energy. Utilities Policy 1998, Elsevier Academic Press, London, 107-119 pp.
24. Wiser R., Fowlie M., Holt E. Public goods and private interests: understanding non-residential demand for green power. Energy Policy 2001, 29:1085-1097.