抄録
The purpose of this research is to estimate the consumers' preference of energy-saving and environment-conscious
automobiles in China by employing a conjoint analysis.
In December 2006, a questionnaire survey for choice-based conjoint analysis was conducted for 130 households in
Shanghai. Using the data of a questionnaire, a choice logit regression model was used to analyze survey data and estimate
Marginal Willingness to Pay (MWTP).
As a result, the estimated MWTP for "fuel cost " is 7570 yuan per car. The MWTP for "Drive System " is 6820 yuan per car.
The "fuel cost " and the "Drive System " are the factors relevant to energy-saving and environment-conscious. However
the MWTP for "fuel cost " and "Drive System " are smaller than the difference of the selling price of the energy-saving and
environment-conscious car and the other ordinary car. This results show that the environmental market for cars in China is
not a mature one.
