Analysis of Consumer Willingness to Pay for Community Solar Business Using Contingent Valuation Method

Abstract

Electricity production using renewable energy instead of fossil-fuel-based energy sources has been expanding worldwide. Recently, the South Korean government has set a transition from a government and power company-led energy system to a public-participatory energy system as a basic policy direction in terms of power production. It has been actively providing budgetary and institutional support. A comprehensive understanding of the consumer (public)-oriented preferences of potential business participants is crucial for implementing a successful community solar business. This study analyzes the preferences of potential participants in the community solar business from the perspective of policymakers to derive policy implications. We used the contingent valuation method of the stated preference approach targeting potential participants (public) to create a hypothetical market for community solar businesses and measured the value by inducing survey respondents to trade for goods or services. The monthly average willingness-to-pay was estimated to be 25,572 won (USD 21.90), and gender, photovoltaic business experience, and income were the main influencing factors. Based on the results of this study, the preferences of potential consumers in South Korea were analyzed to contribute to the effectiveness of the national energy policy.