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Financing Renewable Energy through Household Adoption of Green Electricity Tariffs: A Diffusion Model of an Induced Environmental Market

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  • Ivan Diaz-Rainey

    (Centre for Competition Policy and Norwich Business School, University of East Anglia)

  • Dionisia Tzavara

    (Department of Economics, University of Peloponnese)

Abstract

Green electricity tariffs are a means by which ‘green consumers' can contribute to investment in renewable energy. In order to conceptualize factors constraining the adoption of green electricity tariffs this paper develops a model that links the willingness-to-pay (WTP) literature with the established innovation diffusion literature. This concern arises from a need to reconcile the large disparities that have been empirically observed between the proportion of households actually adopting green electricity tariffs and the proportion in WTP surveys that claim they would (Stated-Willingness-to-Adopt or SWA). Using the Bass Model as the point of departure our model depicts how increasing consumer environmental concern, driven by word-of-mouth and mass media communication channels, results in an increasing proportion of households with a SWA. The presence of response bias and the free rider problem result in 'feasible adoption' being below the SWA. Feasible adoption is, in turn, differentiated from actual adoption by the extent of market imperfections, such as the supply side problems and regulatory failures often discussed in the empirical literature.

Suggested Citation

  • Ivan Diaz-Rainey & Dionisia Tzavara, 2011. "Financing Renewable Energy through Household Adoption of Green Electricity Tariffs: A Diffusion Model of an Induced Environmental Market," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2011-03, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    • Handle: RePEc:uea:ueaccp:2011_03
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    More about this item

    Keywords

    Innovation diffusion; Willingness-to-pay; EU Energy Policy; Financing renewables; Green consumerism; Green electricity;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • Q28 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Government Policy
    • Q48 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Government Policy
    • H31 - Public Economics - - Fiscal Policies and Behavior of Economic Agents - - - Household

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