Customer concerns about uncertainty and willingness to pay in leasing solar power systems

L. H. Shih, T. Y. Chou

Research output: Contribution to journalArticle

29 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)523-532
Number of pages10
JournalInternational Journal of Environmental Science and Technology
Volume8
Issue number3
DOIs
Publication statusPublished - 2011 Jan 1

All Science Journal Classification (ASJC) codes

  • Environmental Engineering
  • Environmental Chemistry
  • Agricultural and Biological Sciences(all)

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