Energy Transition and Consumer Support for Green Energy Beyond the 50% Renewable Energy Target : Evidence from Stated Choice Experiments

Energy transition requires significant increases in investment in renewable energy. To support this process, reliable and accurate data on feasibility of available technologies and consumer demand are required. This paper uses a choice experiment to assesses consumer support for energy transition beyond 50% renewable energy portfolio by estimating willingness to pay for 75% and 100% renewable energy portfolios under competitive retail electricity markets. Consumers are willing to pay an extra NZ$11.50 and NZ$29.08 per month for 75% and 100% renewable energy portfolios, respectively. These estimates indicate a potential source of funding and could be used to justify subsidies for renewables