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1 특별호 에너지경제연구 Korean Energy Economic Review Volume 17, Number 1, March 2018 : pp. 287~316 지역분산형녹색전력구매제도입에대한 소비자선호도분석 1)

4 ~

11 < 표 1> 녹색전력구매제의속성과수준

12 [ 그림 1] 신재생에너지원별정의및장 단점

13 [ 그림 2] 녹색전력구매제가입시제공되는혜택의종류와내용

14 [ 그림 3] 녹색전력구매제설문선택집합예시

15 ~ ~ ~

17 exp P r exp

18 β β P L = ò Lni( b ) g( b db ni ) ni = C S [ s= 1 å j exp( b ' xnis) exp( b ' x njs ] ) U njs = bnsxnjs + unjs bns ~ N ( m, s b ) u njs 2 p ~ x(0, )

19 태양광 풍력 연료전지

20 < 표 2> 패널로짓모형추정결과

21 < 표 3> 패널조건부로짓고정효과에의한속성별지불용의액 ( 원 / 월 )

23 < 표 4> 혼합로짓을이용한추정결과

24 < 표 5> 패널로짓모형과혼합로짓모형에서추정한지불용의액비교

26 접수일 (2017 년 12 월 20 일 ), 게재확정일 (2018 년 2 월 19 일 )

27 ,,,, RPS : : ,, , : , 2017, : BIXPO., : , : ,, : , , 2016, Batley, S.L., Colbourne, D., Fleming, P.D., Urwin, P, Citizen versus consumer: challenges in the UK green power market. Energy Policy 29: Bergmann, Ariel, Nick Hanley, Robert Wright, 2006, Valuing the attributes of renewable energy investments. Energy Policy 34: Borchers, Allison M., Joshua M. Duke, George R. Parsons, 2007, Does willingness to pay for green energy differ by source? Energy policy 35: Clark, C.F., Kotchen, M.J., Moore, M.R., Internal and external influences on pro-environmental behavior: Participation in a green electricity program. Journal of

28 Environmental Psychology 23: Hensher, D. A., J. M., Rose and W. H., Greene, Applied choice analysis: a primer. Cambridge: Cambridge University Press. Hansla, A., Gamble, A., Juliusson, A., Garling, T., Psychological determinants of attitude towards and willingness to pay for green electricity. Energy Policy 36: Holmes, T. P., Adamowicz, W. L Attribute-Based Methods. In: A Primer on Nonmarket Valuation. Champ, Patricia A.; Boyle, K. J. Brown, Thomas C. eds Kluwer Academic Publishers. Dordrecht Kotchen, M. J., Green Markets and Private Provision of Public Goods. Journal of Political Economy 114(4): Kotchen, M.J., Moore, M.R., Private provision of environmental public goods: Household participation in green-electricity programs. Journal of Environmental Economics and Management 53: Miranda, A., Rabe-Hesketh, S., Maximum likelihood estimation of endogenous switching and sample selection models for binary, ordinal, and count variables. The Stata Journal 6(3): Nomura, N, Akai, M., Willingness to pay for green electricity in Japan as estimated through contingent valuation method. Applied Energy 78: Roe, B., Teisl, M.F., Levy, A., Russell, M., US consumers' willingness to pay for green electricity. Energy Policy 29: Rose, S.K., Clark, J., Poe, G. L., Rondeau, D., Sshulze, W.D., The private provision of public goods: tests of a provision point mechanism for funding green power programs. Resource and Energy Economics 24: Scarpa Riccardo and Rose J. M., Design efficiency for non-market valuation with choice modelling: how to measure it, what to report and why. The Australian Journal of Agricultural and Resource Economics 52: Train, K., Discrete choice methods with simulation, Cambridge University Press, Cambridge

29 Yoo, J., Ready, R. C Preference heterogeneity for renewable energy technology. Energy Economics 42: Wiser, R. H., Green power marketing: increasing customer demand for renewable energy. Utilities Policy 7: Zarnikau, J., Consumer demand for green power and energy efficiency. Energy Policy 31:

30 ABSTRACT This paper analyzes which attributes improve participation rate of green electricity purchase program by using a choice experiment approach. Main attributes include new and renewable energy sources (solar, wind, fuelcell, and bio), distance from residence, job creation, proportion of green electricity, and incentive options (tax credit, green mileage, eco-labelling, and free visit of new&renewable theme park). According to panel logit and mixed logit model estimation, participation rates increase with fuelcell followed by solar, and wind, and vicinity of power plants as well as more job creation increase participation rates. Proportion of green electricity has inverted U shaped curve with participation rate, and tax credit affects participation rates the most significantly. Preference heterogeneity based on mixed logit results exists the most for solar, followed by wind, and fuelcell, while green mileage has more heterogeneity than tax credit. Government should consider the outcomes revealed by this study when the green electricity purchase program is accounted. Key Words : Incentives, Green electricity purchase program, New & renewable energy, Choice Experiment

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<C3D6C1BE2DBDC4C7B0C0AFC5EBC7D0C8B8C1F62833322D32C8A3292E687770> 유자차 신제품에 대한 소비자 지불의사액 추정 강혜정 최지현 이기웅 유자차 신제품에 대한 소비자 지불의사액 추정 An Analysis on Estimation of Willingness to Pay for the New Products of Citrus Tea Assessed by Korean Consumers 강혜정* 최지현** 이기웅*** 1) Kang,