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US consumers' willingness to pay for green electricity

机译：美国消费者购买绿色电力的意愿

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摘要

We analyze US consumers' demand for environmental attributes of deregulated residential electricity services using results from a survey designed to elicit consumers' willingness to pay for such attributes and using results from a hedonic analysis of actual price premiums charged for green electricity in several deregulated markets. Survey results suggest that many population segments are willing to pay for decreased air emissions even if there is no alteration in fuel source. Furthermore, several groups are willing to pay significantly more when emissions reductions stem from increased reliance upon renewable fuels. The hedonic analysis suggests that several product features not considered in the survey help explain real price premiums, including fuel mix from newly created renewable generation capacity, Green-e certification, brand name and state of offer. While survey and hedonic results are not easily compared due to limitations of the survey, both point to similar values for key environmental attributes, though the survey results are likely to overstate actual willingness to pay. In sum, the results suggest that consumer driven purchases can, in part, support the future of renewable generation capacity in the United States, though reliance upon other policy alternatives may be needed if energy prices spike.
机译：我们使用一项旨在激发消费者购买此类属性的意愿的调查结果，以及对几个管制市场中为绿色电力收取的实际价格溢价的享乐主义分析结果，来分析美国消费者对放松管制的居民用电服务的环境属性的需求。调查结果表明，即使没有改变燃料来源，许多人口也愿意为减少空气排放付出代价。此外，当减少排放源于对可再生燃料的日益依赖时，一些团体愿意付出更多的代价。享乐主义分析表明，调查中未考虑的几种产品功能有助于解释实际价格溢价，包括新近产生的可再生能源发电能力的燃料组合，Green-e认证，品牌​​名称和供货状态。尽管由于调查的局限性，不容易比较调查结果和享乐主义结果，但两者都指出关键环境属性具有相似的值，尽管调查结果可能夸大了实际的支付意愿。总而言之，结果表明，尽管能源价格暴涨，可能需要依赖其他政策替代方案，但以消费者为导向的购买可以部分支持美国可再生能源发电能力的未来。

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