Consumer Willingness-to-Pay for Green Energy: Results from Focus Groups

Abstract

To find out if consumers are willing to pay a surcharge for "green energy," the Alabama Department of Agriculture and Industries hosted consumer focus groups at four locations in Alabama. Results showed that consumers were willing to pay a premium in line with the costs, but that most did not have much prior information about green energy options.Consumer/Household Economics, Resource /Energy Economics and Policy, Q200, Q420,