Household Preferences for Load Restrictions: Is There an Effect of Pro-Environmental Framing?
CERE Working Paper, 2019:8
29 Pages Posted: 19 Jun 2019
Date Written: June 12, 2019
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.
Keywords: Choice experiment, Demand response, Electricity contract, Load management, Pro-environmental framing, Willingness to accept
JEL Classification: C25, D83, Q51, Q54
Suggested Citation: Suggested Citation