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Sustainability 2018, 10(7), 2281; https://doi.org/10.3390/su10072281

An Empirical Analysis of Green Electricity Adoption Among Residential Consumers in Poland

Department of Operations Research, Faculty of Computer Science and Management, Wroclaw University of Science and Technology, 50-370, Wroclaw, Poland
Current address: Wyb. Wyspianskiego 27, 50-370Wroclaw, Poland.
Received: 27 April 2018 / Revised: 24 June 2018 / Accepted: 26 June 2018 / Published: 2 July 2018
(This article belongs to the Special Issue Social Innovations in the Energy Transition)
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Abstract

This paper investigates the acceptance of green electricity among Polish residential consumers. Our focus was on the socio-economic and environmental attributes of consumers in terms of their willingness to adopt renewable energy sources (RES) and green electricity tariffs. In particular, this study explores the determinants of adoption by examining consumers’ willingness to pay (WTP) for green electricity, willingness to switch to green electricity tariffs, and willingness to install small-scale generators in the household. The hypotheses were tested empirically with data collected by means of a standardized telephone survey of 502 household electricity consumers in Poland. Most Polish people accept and support the development of RES, but they do not know how to contribute to this process. Their WTP increases with income, education, pro-environmental attitudes, and knowledge. They also care about social influence. To increase the adoption rate of RES among residential consumers, stable legal regulations, clear procedures, subsidies, social campaigns, and educational trainings are needed. We believe that the findings from this study may be valuable for those involved in marketing green electricity offers and for politicians responsible for the increase of the share of renewables in the Polish power system. View Full-Text
Keywords: renewable energy sources; green electricity tariffs; consumers’ adoption; WTP; prosumers; social influence; environmental attitudes; questionnaire survey renewable energy sources; green electricity tariffs; consumers’ adoption; WTP; prosumers; social influence; environmental attitudes; questionnaire survey
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Kowalska-Pyzalska, A. An Empirical Analysis of Green Electricity Adoption Among Residential Consumers in Poland. Sustainability 2018, 10, 2281.

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