Abstract
As global environment problems are getting serious, green power promotion schemes have been carried out in many countries. This paper provides the information about what class of consumers would purchase green power, and what would gives them motivation to contribute by analyzing Japanese consumers' stated preference data collected through the questionnaire. Main findings from the analysis demonstrate that green pricing program would attracts many consumers among these schemes and they would be willing to pay for it higher than the others if the operating body which decide the application of the fund or issue certificates that the power come from renewable energy are managed competently.
