Willingness to Pay for Electricity from Renewable Energy

    Research output: NRELTechnical Report


    This report explores the utility option of 'green pricing' as a method of aggregating public preferences for renewables. It summarizes national data on public preference for renewables and willingness to pay (WTP) for electricity from renewable energy sources; examines utility market studies on WTP for renewables and greening pricing program features; critiques utility market research on greenpricing and discusses experiences with selected green pricing programs. The report draws inferences for program design and future research.
    Original languageAmerican English
    Number of pages33
    StatePublished - 1996

    NREL Publication Number

    • NREL/TP-460-21216


    • electricity
    • green pricing
    • renewable energy (RE)
    • willingness to pay


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