抄録
The objective of this paper is to clarify attributes of residential customers who are willing to pay for ‘energy based green
power programs’ and their attitudes toward program design by analyzing stated preference data collected through a
questionnaire survey of 1041 respondents. Almost 70 percent of respondents indicate willingness to participate in energy
based programs, though 88 percent of them care about environmental free riders. Household income is one of the most
important indicators of those who are willing to participate in programs. The higher the household income, the more likely
the respondents has intention of participation. Respondents who do not care about free riders prefer a ‘fixed quantity
program’ in which supply of a fixed amount of green power is guaranteed to a ‘percent-of-use program’ in which the monthly
amount of green power changes with monthly electricity consumption. We also show respondents’ attitudes toward energy
sources, monthly minimum payments, and incentives to participation, such as fuel price stability benefits and locally sited
generation facilities.
