Browsing by Author "David, Leticia Screta"

This thesis studies the consumers’ willingness to pay for renewable electricity. Green electricity consumption induced by improved information on electricity sources appears as an additional alternative to renewable energy support policies in practice today. It is believed that a shift of the demand towards green sources can stimulate renewable generation and have a positive impact on the environment. However, this voluntary initiative will only work if it is perceived worth paying a premium for green electricity. This work aims to examine the drivers of consumers’ behaviour towards green electricity and to develop economic models that embrace these findings. The analysis also elucidates how the demand for renewable electricity is affected by market prices and by consumers’ income and how information and advertising campaigns can stimulate the behaviour towards green electricity so that the voluntary demand system can fully achieve its goals.