Abstract
Abstract In recent years, the renewable energy such as wind energy or solar energy is well developed in China, but the green electricity generated from these sources is still difficult to operate commercially. To promote the development of green electricity market, this paper takes Jiangsu Province as examples and explores the consumption mode of green electricity. Through questionnaires design and investigation, we find that information dissermination, green value and bandwage effect play an important role in people's subsriciption intention, while the actual purchase behavior is mainly drived by subsriciption intention, rather than payment capacity. It implies that we should strengthen the knowledge popular of green electricity through school education, media dissernmination and the spread of green knowledge in the community. © 2011 Published by Elsevier Ltd. Selection and peer-review under responsibility of RIUDS
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