Household preferences for load restrictions : is there an effect of pro-environmental framing?

Thomas Broberg, Aemiro Melkamu Daniel and Lars Persson

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 eeffect 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

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Year of publication:	[2019]
Authors:	Broberg, Thomas ; Daniel, Aemiro Melkamu ; Persson, Lars
Publisher:	Umeå, Sweden : Department of Economics, Umeå University
Subject:	Choice experiment \| Demand response \| Electricity contract \| Load management \| Pro-environmental framing \| Willingness to accept \| Zahlungsbereitschaftsanalyse \| Willingness to pay \| Experiment \| Konsumentenverhalten \| Consumer behaviour \| Umweltbewusstsein \| Environmental consciousness \| Prospect Theory \| Prospect theory \| Elektrizitätswirtschaft \| Electric power industry \| Elektrizität \| Electricity \| Energiekonsum \| Energy consumption \| Offenbarte Präferenzen \| Revealed preferences