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Norms and economic motivation in the Swedish green electricity market

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  • Ek, Kristina
  • Söderholm, Patrik

Abstract

The purpose of this paper is to provide an econometric analysis of the most important determinants of Swedish households' choice to pay a price premium for "green" electricity. We draw on recent developments in the literature on integrating norm-motivated behavior into neoclassical consumer theory, and assume that individuals have a preference for keeping a self-image as a morally responsible person. Consumer behavior in the "green market place" will then be heavily determined by how purchases of different goods affect this self-image. The analysis is based on postal survey responses from 655 Swedish households, which are analyzed within a binary choice econometric framework. The results indicate that the impact of choosing "green" on the household budget largely influences the choice between "green" and "brown" electricity, as does the degree of perceived personal responsibility for the issue and the felt ability to affect the outcome in a positive way. We find limited support for the notion that perceptions about others' behavior in general affect individual moral norms and ultimately expressed behavior, but this is also complemented by the influence of explicit social influence. The difficulty in observing others' purchases makes it however difficult to distinguish between social and moral norms in the case of "green" electricity.

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Bibliographic Info

Article provided by Elsevier in its journal Ecological Economics.

Volume (Year): 68 (2008)
Issue (Month): 1-2 (December)
Pages: 169-182

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Handle: RePEc:eee:ecolec:v:68:y:2008:i:1-2:p:169-182

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Web page: http://www.elsevier.com/locate/ecolecon

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Keywords: Green electricity Consumer behavior Norms Survey;

References

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  1. Wiser, Ryan H., 2007. "Using contingent valuation to explore willingness to pay for renewable energy: A comparison of collective and voluntary payment vehicles," Ecological Economics, Elsevier, vol. 62(3-4), pages 419-432, May.
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Citations

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Cited by:
  1. Sopha, Bertha Maya & Klöckner, Christian A., 2011. "Psychological factors in the diffusion of sustainable technology: A study of Norwegian households' adoption of wood pellet heating," Renewable and Sustainable Energy Reviews, Elsevier, vol. 15(6), pages 2756-2765, August.
  2. Kenichi Mizobuchi & Kenji Takeuchi, 2012. "The Influences of Economic and Psychological Factors on Energy-Saving Behavior: A Field Experiment in Matsuyama, Japan," Discussion Papers 1206, Graduate School of Economics, Kobe University.
  3. Brécard, Dorothée & Hlaimi, Boubaker & Lucas, Sterenn & Perraudeau, Yves & Salladarré, Frédéric, 2009. "Determinants of demand for green products: An application to eco-label demand for fish in Europe," Ecological Economics, Elsevier, vol. 69(1), pages 115-125, November.
  4. repec:hhs:slucer:2014_007 is not listed on IDEAS
  5. Roland Olbrich & Martin F. Quaas & Stefan Baumgaertner, 2011. "Personal norms of sustainability and their impact on management – The case of rangeland management in semi-arid regions," Working Paper Series in Economics 209, University of Lüneburg, Institute of Economics.
  6. Nobuyuki Ito & Kenji Takeuchi & Takahiro Tsuge & Atsuo Kishimoto, 2012. "The Motivation behind Behavioral Thresholds: A Latent Class Approach," Economics Bulletin, AccessEcon, vol. 32(3), pages 1831-1847.
  7. Kiran Krishnamurthy, Chandra & Kriström, Bengt, 2013. "Determinants of the price-premium for Green Energy: Evidence from an OECD cross-section," CERE Working Papers 2013:7, CERE - the Center for Environmental and Resource Economics, revised 30 Jun 2014.
  8. Ma, Chunbo & Burton, Michael, 2013. "A Nested Logit Model of Green Electricity Consumption in Western Australia," Working Papers 148411, University of Western Australia, School of Agricultural and Resource Economics.
  9. Arabatzis, Garyfallos & Malesios, Chrisovalantis, 2013. "Pro-environmental attitudes of users and non-users of fuelwood in a rural area of Greece," Renewable and Sustainable Energy Reviews, Elsevier, vol. 22(C), pages 621-630.
  10. Ito, Nobuyuki & Takeuchi, Kenji & Tsuge, Takahiro & Kishimoto, Atsuo, 2010. "Applying threshold models to donations to a green electricity fund," Energy Policy, Elsevier, vol. 38(4), pages 1819-1825, April.
  11. Ek, Kristina & Söderholm, Patrik, 2010. "The devil is in the details: Household electricity saving behavior and the role of information," Energy Policy, Elsevier, vol. 38(3), pages 1578-1587, March.
  12. Mizobuchi, Kenichi & Takeuchi, Kenji, 2013. "The influences of financial and non-financial factors on energy-saving behaviour: A field experiment in Japan," Energy Policy, Elsevier, vol. 63(C), pages 775-787.
  13. Martinsson, Johan & Lundqvist, Lennart J. & Sundström, Aksel, 2011. "Energy saving in Swedish households. The (relative) importance of environmental attitudes," Energy Policy, Elsevier, vol. 39(9), pages 5182-5191, September.
  14. van Kempen, Luuk & Muradian, Roldan & Sandóval, César & Castañeda, Juan-Pablo, 2009. "Too poor to be green consumers? A field experiment on revealed preferences for firewood in rural Guatemala," Ecological Economics, Elsevier, vol. 68(7), pages 2160-2167, May.

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