Household willingness to pay for green electricity in Slovenia

This paper analyses the willingness to pay for electricity generated from renewable energy sources in Slovenia. The results confirm that age, household income, education and environmental awareness play the most important role in explaining household attitudes to green electricity programmes. While the willingness to participate in green electricity programmes is influenced by education and environmental awareness, the willingness to pay for green electricity predominantly depends on household income. The results imply that green marketing should be accompanied by awareness‐raising campaigns and should target younger, well‐educated and high‐income households. The expressed median willingness to pay is found to exceed the current level of mandatory charges for green electricity. Nevertheless, recent increases in final electricity prices might have already exhausted the capacity for additional voluntary contributions.