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| 1 |
ID:
103420
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| Publication |
2011.
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| Summary/Abstract |
This study presents empirical insight into willingness to pay (WTP) for microgeneration technologies and the relative influence of subjective consumer perceptions. First, we apply a double-bounded contingent valuation method to elicit Irish home owners' WTP for micro wind turbines, wood pellet boilers, solar panels and solar water heaters. Utilizing findings from the adoption of innovation literature, in a second step we assess the influence of antecedents on WTP for each of the four technologies, including (1) home owners' perception of product characteristics, (2) normative influences and (3) sociodemographic characteristics. Our results show that WTP varies significantly among the four technologies. More importantly, however, home owners hold different beliefs about the respective technologies, which significantly influence their WTP. The results provide valuable information for marketers and policy makers aiming to promote microgeneration technologies more effectively in consumer markets.
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| 2 |
ID:
122726
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| Publication |
2013.
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| Summary/Abstract |
The growing demand for electricity in New Zealand has led to the construction of new hydro-dams or power stations that have had environmental, social and cultural effects. These effects may drive increases in electricity prices, as such prices reflect the cost of running existing power stations as well as building new ones. This study uses Canterbury and Central Otago as case studies because both regions face similar issues in building new hydro-dams and ever-increasing electricity prices that will eventually prompt households to buy power at higher prices. One way for households to respond to these price changes is to generate their own electricity through microgeneration technologies (MGT). The objective of this study is to investigate public perception and preferences regarding MGT and to analyze the factors that influence people's decision to adopt such new technologies in New Zealand. The study uses a multivariate probit approach to examine households' willingness to adopt any one MGT system or a combination of the MGT systems. Our findings provide valuable information for policy makers and marketers who wish to promote effective microgeneration technologies.
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