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ID:
111055
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2012.
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| Summary/Abstract |
This paper introduces the special issue on Strategic Choices for Renewable Energy Investment, which is a collection of best papers presented at an international research conference held in St. Gallen (Switzerland) in February 2010. Substantial private investment is needed if public policy objectives to increase the share of renewable energy and prevent dangerous anthropogenic climate change are to be achieved. The aim of this paper, and the entire special issue, is to draw scholarly attention to the processes underlying strategic choices for renewable energy investment, and how they are influenced by energy policy. We disentangle the role of risk-return perceptions, portfolio effects and path dependence in explaining energy investment decisions, and suggest that the heterogeneous universe of investors requires a segmentation of policies. The paper outlines some of the rich opportunities for further research in this emerging area.
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| 2 |
ID:
117330
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2013.
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| Summary/Abstract |
In liberalized electricity markets, residential customers can choose their preferred provider and select among a variety of different electricity products, including green power options. Successful product design and marketing strategies for green electricity may provide electricity providers with a competitive advantage, while at the same time contributing to energy policy objectives. This requires, however, a thorough understanding of customer preferences. We investigate the relative importance of different product attributes in creating customer value, and find that price and electricity mix are the two most important attributes. The German electricity customers we surveyed in 2009 expressed an implicit willingness to pay a premium of about 16% for electricity from renewable sources. We conclude that consumers are willing to pay a significant price premium for an upgrade from the current default electricity mix in Germany to a more environmentally friendly default electricity mix, and discuss implications for marketing strategy and energy policy. Our findings are based on a dataset of 4968 experimental choices made by 414 German residential consumers, collected in a stated preference survey.
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