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The limited potential of regional electricity marketing – Results from two discrete choice experiments in Germany

Lehmann, Nico; Sloot, Daniel; Ardone, Armin; Fichtner, Wolf

Abstract (englisch):
The German energy transition has led to a strong expansion of renewable energies in recent years. As a result, the German population is increasingly coming into contact with generation facilities. To increase local acceptance for new installations and to create new sales channels for energy suppliers, the legislature has established the “System for Guarantees of Regional Origin” in 2019, which allows the marketing of electricity from subsidized facilities as “electricity generated in the region”. However, regional electricity comes with additional costs on the procurement and sales side of energy suppliers, and it is unclear whether and to what extent consumers are willing to pay a premium for electricity generated regionally. This study investigates the willingness to pay (WTP) of residential customers based on two samples of 838 and 59 respondents, respectively. Our model results show that, on average, WTP for regional electricity generation is positive, especially among female, younger and better-educated customers, although differences in WTP between these sociodemographic characteristics are small. Factors that are more relevant are the current type of electricity tariff, differentiated into non-green and green, with the latter having a positive influence, but also the tariff switching behavior of the past, which is a proxy for price sensitivity. ... mehr


Preprint §
DOI: 10.5445/IR/1000133696
Veröffentlicht am 08.06.2021
Originalveröffentlichung
DOI: 10.1016/j.eneco.2021.105351
Scopus
Zitationen: 2
Dimensions
Zitationen: 4
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Industriebetriebslehre und Industrielle Produktion (IIP)
Publikationstyp Zeitschriftenaufsatz
Publikationsmonat/-jahr 06.2021
Sprache Englisch
Identifikator ISSN: 0140-9883
KITopen-ID: 1000133696
HGF-Programm 37.12.01 (POF IV, LK 01) Digitalization & System Technology for Flexibility Solutions
Erschienen in Energy economics
Verlag Elsevier
Band 100
Seiten Art.-Nr.: 105351
Projektinformation C/sells (BMWK, 03SIN123)
Vorab online veröffentlicht am 03.06.2021
Schlagwörter Choice modeling Consumer preferences Willingness to pay Renewable energies Electricity tariff Regional electricity
Nachgewiesen in Scopus
Dimensions
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