報告書番号

Y02003

タイトル（和文）

グリーン電力に対する家庭用需要家意識の分析

タイトル（英文）

Household Customers' Attitudes toward Green Power Promotion Schemes

概要 （図表や脚注は「報告書全文」に掲載しております）

各国で実施，或いは検討されているグリーン電力プログラムをはじめとする，需要家がその自発的な意思に基づいて参加協力する各種グリーン電力普及促進策を効果的に導入するためには，需要家意識を把握することが必要である．東北，関東，九州地域に在住する消費者(回収票1,562)を対象として2001年11～12月に実施したアンケート調査データを分析した結果，以下が明らかとなった．各種グリーン電力普及促進策の認知度は低く，まず認知度上げること，潜在的な受容層は年収や環境知識の高い層，消費トレンドに敏感で普段よりグリーン商品を購入する層であること，グリーン電力プログラムへの支払意思額は214円であり，他の自主的取組みよりも平均値，協力率共に高いが，その受容性の向上のためには，支払う寄付金の使途決定機関，或いは再生可能エネルギーで発電されたことを保証，認証する機関を適切に設置，運営していくことが重要である．

概要 （英文）

As global environment problems are becoming serious, various green power promotion schemes have been carried out in many countries while mandatory institutions such as renewable portfolio standards are now under consideration in some countries and states. These efforts request some household customers to contribute or all customers to share burden eventually. Therefore, understanding their attitudes toward green power promotion is important to introduce these schemes and institutes successfully.This paper provides the information about what class of consumers would purchase green power, what would gives them motivation to contribute, and their estimated willingness-to-pay for the schemes by analyzing Japanese consumers’ stated preference data collected through the questionnaire survey. Main findings from the analysis demonstrate the followings:1) Approximately 70% of household customers do not know green power promotion schemes. As those who are willing to contribute to them account for 63% even in those who haven’t known the schemes and they furthermore account for 72% in those who have already known the schemes, having them recognize the schemes is crucial for the first step.2) Significant variables among demographics and psychographics to distinguish consumers’ willingness to contribute for the schemes are their income, environmental knowledge and consumer propensity. The leaders group who is sensitive to shopping trend and usually purchases green products has great potentiality to accept green power. We should also pay attention to the group who are sensitive to shopping trend and avoid purchasing green products deliberately. This potential group would change to leader group by stimulating their motivation.3) Consumers would regard the operating body as important when they make decision to join the green pricing program. Therefore, exploit for competence of the organizations which decide the application of fund or issue certificates that the power comes from renewable energy has crucial meaning on stimulating their motivation.4) The green pricing program is preferred mostly among the schemes and the average of consumers’ willingness-to-pay is estimated at 214 Yen per month which is higher than the other scheme.

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