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Household Preferences for Load Restrictions: Is There an Effect of Pro-Environmental Framing?

Author

Listed:
  • Broberg, Thomas

    (CERE - the Center for Environmental and Resource Economics)

  • Melkamu Daniel , Aemiro

    (CERE - the Center for Environmental and Resource Economics)

  • Persson, Lars

    (CERE - the Center for Environmental and Resource Economics)

Abstract

In this paper we investigate if a pro-environmental framing influences households' stated willingness to accept restrictions on their electricity use. We use a split-sample choice experiment (CE) and ask respondents to choose between their current electricity contract and hypothetical contracts featuring various load controls and a monetary compensation. Our results indicate that the pro-environmental framing have little impact on the respondents' choices. We observe a significant framing effect on choices and marginal willingness-to-accept (MWTA) for only a few contract attributes. The results further suggest that there is no significant framing effect among households that engage in different pro-environmental activities.

Suggested Citation

  • Broberg, Thomas & Melkamu Daniel , Aemiro & Persson, Lars, 2019. "Household Preferences for Load Restrictions: Is There an Effect of Pro-Environmental Framing?," CERE Working Papers 2019:8, CERE - the Center for Environmental and Resource Economics.
    • Handle: RePEc:hhs:slucer:2019_008
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    Cited by:

    1. Lin, Jin & Dong, Jun & Liu, Dongran & Zhang, Yaoyu & Ma, Tongtao, 2022. "From peak shedding to low-carbon transitions: Customer psychological factors in demand response," Energy, Elsevier, vol. 238(PA).
    2. Wen, Cheng & Steadman, Shandelle & Rafaq, Muhammad Saad & Vatougiou, Paraskevi & Deakin, Matthew, 2025. "Can reduction of local carbon emissions motivate participation in demand-side flexibility programs? Evidence from the United Kingdom," Applied Energy, Elsevier, vol. 388(C).
    3. Swantje Sundt, 2021. "Influence of Attitudes on Willingness to Choose Time-of-Use Electricity Tariffs in Germany. Evidence from Factor Analysis," Energies, MDPI, vol. 14(17), pages 1-20, August.
    4. Barjaková, Martina & Belton, Cameron A. & Purcell, Karl & Lunn, Peter D., 2024. "Effective communication of time–of–use electricity tariffs: Plain and simple," Utilities Policy, Elsevier, vol. 90(C).
    5. Barjaková, Martina & Belton, Cameron & Purcell, Karl & Lunn, Pete, 2021. "Efficient ways of communicating time-of-use electricity tariffs in Ireland: Plain and simple," Papers WP704, Economic and Social Research Institute (ESRI).
    6. Mark Tocock & Dugald Tinch & Darla Hatton MacDonald & John M. Rose, 2023. "Managing the energy trilemma of reliability, affordability and renewables: Assessing consumer demands with discrete choice experiments," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 67(2), pages 155-175, April.

    More about this item

    Keywords

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    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • Q54 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Climate; Natural Disasters and their Management; Global Warming

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