Consumer attitudes towards renewable energy in China—The case of Shanghai. (September 2015)

• Record Type: Journal Article
• Authors: Hast, A.; Alimohammadisagvand, B.; Syri, S.
• Is Part Of: Sustainable cities and society. Volume 17(2015)
• Page Start: 69
• Page End: 79
• Publication Date: 2015-09
• Subjects: Renewable energy -- Willingness to buy -- Consumer attitude; Sustainable urban development -- Periodicals; Sustainable buildings -- Periodicals; Urban ecology (Sociology) -- Periodicals; 307.76
• DOI: 10.1016/j.scs.2015.04.003
• Languages: English
• ISSNs: 2210-6707

Abstract

Highlights: The target group of the survey showed a positive attitude towards renewable energy. Income, building type and view on renewable energy affect WTP for green electricity. Age and view on renewable energy affect willingness to buy renewable energy system. Economic reasons motivate to buy green energy stronger than environmental issues. Price and equipment issues were mentioned as barriers to buying green energy. Abstract: In this paper, we study the consumers' attitudes towards green energy in China and their willingness to buy green electricity or renewable energy systems. A survey was conducted in the Shanghai region and 232 respondents answered the questionnaire. Generalized linear regression models were used in analyzing the results. The willingness to buy an own renewable energy system (e.g. solar water heater) is affected by age, how promising the renewable energy potential is seen and whether the person can choose the water heating and cooling system. The willingness to pay for a specific green electricity product is influenced by income, building type, how promising the renewable energy potential is seen, and whether the person can choose the water heating and cooling system. Our results show that price and equipment issues (operation, maintenance) were often seen as barriers to buying green energy. Energy savings and energy security were most often chosen as motivations for buying green energy and environmental reasons were less frequently chosen. Yet, buying green energy would have a strong environmental meaning for many respondents. Several respondents mentioned that lower prices and government subsidies could motivate them to buy green energy, and that more information and advertisement campaigns are needed.