Journal of Resources and Ecology ›› 2022, Vol. 13 ›› Issue (2): 231-237.DOI: 10.5814/j.issn.1674-764x.2022.02.006

• Carbon Emission and Sustainable Development • Previous Articles     Next Articles

Who Is More Willing to Pay for Green Electricity? A Case Study of Anyang City, China

HOU Peng1,2,*(), LIU Xiaojie1,*(), CHENG Shengkui1   

  1. 1. Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China
    2. University of Chinese Academy of Sciences, Beijing 100049, China
  • Received:2021-03-15 Accepted:2021-05-16 Online:2022-03-30 Published:2022-03-09
  • Contact: HOU Peng,LIU Xiaojie
  • Supported by:
    The National Natural Science Foundation of China(71874178)


Green electricity (GE) is of great importance for effectively combating climate change and global Sustainable Development Goals (SDGs). The willingness-to-pay (WTP) for GE by end users has great influence on its widespread application, especially at the household level. Researchers have analyzed the mechanisms of residents’ WTP and predicted how much they could afford for GE. However, most of these studies have focused on developed (affluent) countries and regions, and residents’ WTP as well as the corresponding monetary amount of their WTP were not considered together in previous studies. In this study, we try to fill the gap of the inadequate research of residents’ WTP in underdeveloped areas through an analysis of the WTP of urban residents in a small Chinese city (Anyang). A total of 274 household-scale samples were collected by face-to-face interviews in December 2019. We found that approximately 60% of respondents gave a positive response to WTP, with an average value of 8.39 yuan per month. Educational attainment, per capita disposable income in the household, the length of residents’ time living in urban areas and the rate of neighbors’ approval of WTP are all positively correlated with the tendency of the residents’ positive response toward WTP. The three factors of per capita disposable income, the rate of neighbors’ approval of WTP and the degree of residents’ environmental concerns are positively correlated with the amount of residents’ WTP. More importantly, we demonstrated the existence of a weak “Herd Effect” in residents’ views of WTP. Finally, some suggestions for policymakers are given, such as raising household income through retraining and raising residents’ environmental awareness through education and community advertisements. This study also highlights that the widespread application of GE at the household level will be of great assistance to the GE industry overall. Therefore, the rising economic cost of GE should not be shared by the households in the long term.

Key words: willingness-to-pay, green electricity, urban residents, Anyang City