A Study of Marketing Strategies for Electricity Pricing Plans Considering Willingness to Pay for Renewable Energy
Abstract
This research aims to create a power plan that takes into account consumer preferences in order to promote the spread of renewable energy. First, we built a mathematical model using a five-point questionnaire and conjoint cards. Next, we conducted a survey reflecting consumer attitudes and comparing them to existing power plans. Ultimately, we analyzed the obtained data using a mathematical model to clarify the amount of renewable energy that consumers accept and their needs.
Fields of Study & Subjects
Economic and Environmental Valuation
Social Acceptance of Renewable Energy
Renewable energy and sustainable power systems
Publication details
- Journal / source
- Archives of Business Research
- Volume
- 14
- Issue
- 01
- Pages
- 83–92
- Publication date
- 15 January 2026