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International Journal of Environment Science and Technology
Center for Environment and Energy Research and Studies (CEERS)
ISSN: 1735-1472
EISSN: 1735-2630
Vol. 8, No. 3, 2011, pp. 523-532
Bioline Code: st11048
Full paper language: English
Document type: Research Article
Document available free of charge

International Journal of Environment Science and Technology, Vol. 8, No. 3, 2011, pp. 523-532

 en Customer concerns about uncertainty and willingness to pay in leasing solar power systems
Shih, L. H. & Chou, T. Y.

Abstract

Although solar power systems are considered as one of the most promising renewable energy sources, some uncertain factors as well as the high cost could be barriers which create customer resistance. Leasing instead of purchase, as one type of product service system, could be an option to reduce consumer concern on such issues. This study focuses on consumer concerns about uncertainty and willingness to pay for leasing solar power systems. Conjoint analysis method is used to find part worth utilities and estimate gaps of willingness to pay between attribute levels, including various leasing time lengths. The results show the part worth utilities and relative importance of four major attributes, including leasing time. Among concerns about uncertainties, government subsidy, electricity price, reliability, and rise of new generation solar power systems were found to be significantly related to the additional willingness-to-pay for a shorter leasing time. Cluster analysis is used to identify two groups standing for high and low concerns about uncertainty. People with more concerns tend to pay more for a shorter lease time.

Keywords
Conjoint analysis; Leasing time; Part worth utility; Photovoltaic system

 
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