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Adoption and Cooperation Decisions in Sustainable Energy Infrastructure: Evidence from a Sequential Choice Experiment in Germany

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In this paper, we propose and apply the design of a sequential discrete choice experiment to examine homeowner preferences regarding the adoption of micro-generation systems and willingness to cooperate in sustainable energy infrastructure. Adoption and cooperation decisions of private households in the energy sector are complex, interlinked, and assumably sequential. A common design with single choice tasks reflecting both adoption and cooperation decisions is assumed as cognitively too burdensome for survey respondents. The objective of the proposed sequential choice task design is twofold. Firstly, reducing complexity for respondents. Secondly, reflecting a step-wise decision process as is appropriate for the studied decisions. Our application from the energy sector is motivated by the need for innovative business models for non-industrial prosumers providing flexibility services in (local) distribution grids, due to an increasing amount of volatile and decentrally generated electricity. Results indicate that respondents reveal more pronounced preferences when dealing with their decision in sequential steps and that the task design has a lasting effect on respondents’ choices. By estimating latent class logit models, five consumer classes are identified and labeled by their distinguished motivational foci: costs (1), climate protection (2), self-supply (3), local reference (4), and other (5).

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  • Oberst, Christian & Harmsen - van Hout, Marjolein J. W., 2017. "Adoption and Cooperation Decisions in Sustainable Energy Infrastructure: Evidence from a Sequential Choice Experiment in Germany," FCN Working Papers 14/2017, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
    • Handle: RePEc:ris:fcnwpa:2017_014
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    1. Oberst, Christian A. & Schmitz, Hendrik & Madlener, Reinhard, 2019. "Are Prosumer Households That Much Different? Evidence From Stated Residential Energy Consumption in Germany," Ecological Economics, Elsevier, vol. 158(C), pages 101-115.
    2. Hoyos, David, 2010. "The state of the art of environmental valuation with discrete choice experiments," Ecological Economics, Elsevier, vol. 69(8), pages 1595-1603, June.
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    5. Debby van Helvoort‐Postulart & Benedict G. C. Dellaert & Trudy van der Weijden & Maarten F. von Meyenfeldt & Carmen D. Dirksen, 2009. "Discrete choice experiments for complex health‐care decisions: does hierarchical information integration offer a solution?," Health Economics, John Wiley & Sons, Ltd., vol. 18(8), pages 903-920, August.
    6. Christian A. Oberst & Reinhard Madlener, 2015. "Prosumer Preferences Regarding the Adoption of Micro†Generation Technologies: Empirical Evidence for German Homeowners," Working Papers 2015.07, International Network for Economic Research - INFER.
    7. Scarpa, Riccardo & Willis, Ken, 2010. "Willingness-to-pay for renewable energy: Primary and discretionary choice of British households' for micro-generation technologies," Energy Economics, Elsevier, vol. 32(1), pages 129-136, January.
    8. Kalkbrenner, Bernhard J. & Yonezawa, Koichi & Roosen, Jutta, 2017. "Consumer preferences for electricity tariffs: Does proximity matter?," Energy Policy, Elsevier, vol. 107(C), pages 413-424.
    9. Harmsen - van Hout, Marjolein & Ghosh, Gaurav & Madlener, Reinhard, 2013. "An Evaluation of Attribute Anchoring Bias in a Choice Experimental Setting," FCN Working Papers 6/2013, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
    10. Fredrik Carlsson & Peter Martinsson, 2008. "How Much is Too Much?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 40(2), pages 165-176, June.
    11. Achtnicht, Martin, 2011. "Do environmental benefits matter? Evidence from a choice experiment among house owners in Germany," Ecological Economics, Elsevier, vol. 70(11), pages 2191-2200, September.
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    Cited by:

    1. Pereira, Guillermo Ivan & Specht, Jan Martin & Silva, Patrícia Pereira & Madlener, Reinhard, 2018. "Technology, business model, and market design adaptation toward smart electricity distribution: Insights for policy making," Energy Policy, Elsevier, vol. 121(C), pages 426-440.
    2. Heesen, Florian & Madlener, Reinhard, 2021. "Revisiting heat energy consumption modeling: Household production theory applied to field experimental data," Energy Policy, Elsevier, vol. 158(C).
    3. Specht, Jan Martin & Madlener, Reinhard, 2018. "Business Models for Energy Suppliers Aggregating Flexible Distributed Assets and Policy Issues Raised," FCN Working Papers 7/2018, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).

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    More about this item

    Keywords

    Choice Experiment; Micro-generation; Renewable Energy; Community Energy; Energy Transition;
    All these keywords.

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q42 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Alternative Energy Sources

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