Willingness to Pay for Wind versus Natural Gas Generation of Electricity

Abstract

In 2009, West Virginia enacted an Alternative and Renewable Portfolio Act (APRA) to broaden its energy use for electricity beyond coal. A choice experiment survey was conducted to assess West Virginians' willingness to pay (WTP) for 10 percent of electricity generated from wind energy versus natural gas. Results showed that residential consumers preferred electricity generated from wind, with annual per-capita WTP averaging from $19.25 to $26.75. Given the subsequent repeal of the APRA in 2015, we propose implementation of a voluntary green pricing program as an alternative policy to increase the share of renewable energy in West Virginia's energy portfolio.