Additional Willingness To Pay Research Articles

Public perspective on co-firing hydrogen with natural gas in power plants in South Korea

The South Korean government plans to gradually change existing power generation from natural gas (NG) to hydrogen co-fired with NG to help abate emissions of greenhouse gases (GHGs). This research aims to explore people's additional willingness to pay (AWTP) for consuming one kWh of electricity generated from a mixture of 35% hydrogen and 65% NG compared to electricity generated from 100% NG. Contingent valuation (CV) was applied to obtain data on the AWTP. A CV survey of 1000 randomly chosen people was conducted to obtain data, a one-and-one-half-bounded model was adopted to elicit the AWTP from interviewees, and a spike model was used to analyze the AWTP observations with zeros. The average AWTP was obtained as KRW 24.3 (USD 0.022) per kWh. Since the electricity price was KRW 107.9 (USD 0.096) per kWh, the value that people place on co-firing, which means the sum of the price and the AWTP, was KRW 132.2 (USD 0.118) per kWh. Because the total cost of the power supply for hydrogen co-fired with NG is KRW 145.7 (USD 0.130) per kWh, a subsidy of at least KRW 13.5 (USD 0.012) per kWh must be provided to encourage co-firing to mitigate GHG emissions.

A Price Premium for the District Heating System: An Empirical Investigation on South Korean Residents

Representative heating methods in residential buildings in South Korea are the boiler-based individual heating system (IHS) and the district heating system (DHS). When constructing a large-scale new city or redeveloping an old one, the heating method must be determined in advance by reflecting consumers’ preferences. This article intends to explore the price premium that South Korean residents are willing to pay for DHS over IHS. The price premium means the consumer’s additional willingness to pay (AWTP). To obtain this, contingent valuation was employed and the data were gathered by conducting a nationwide survey of 1000 people. The one-and-one-half-bounded model was adopted as the method of inducing the AWTP. Comparison of the results from estimating the model with those from estimating other models revealed that there was no significant difference between the two. Moreover, the former held statistical significance. The price premium or AWTP was estimated as KRW 4353 (USD 3.88) per Gcal. This value corresponds to about 5.9% of the residential heat price, which was KRW 73,587 (USD 65.59) per Gcal in 2020. Heating prices are almost the same, with little difference between DHS and IHS. The results suggest that a large number of residents place a price premium on DHS over IHS.

Do people put more value on electricity produced using waste-to-hydrogen? Findings from South Korea

South Korea is pushing for the waste-to-hydrogen (W2H) project to reduce greenhouse gases and utilize plastic and vinyl waste (PVW) while reducing environmental pollution from PVW. This research seeks to estimate additional willingness to pay (WTP) for electricity produced using W2H over that produced using traditional power sources, such as coal and nuclear. For the purpose of the estimation, a contingent valuation survey of 1000 people was performed employing the closed-ended one-and-one-half-bound question during November 2020. A spike model is utilized to reflect zero WTP values that a number of interviewees reported in the survey. Several factors affecting the additional WTP were also analyzed to derive implications. The average WTP was computed as KRW 27.7 (USD 0.025) per kWh with statistical significance, which reaches 26.4% of the electricity price. One more point to note is that 54.3% of the respondents stated a zero WTP as they thought that W2H is of no value to them or were worried that the W2H project could increase electricity bills.

Households’ Willingness to Pay for Substituting Natural Gas with Renewable Methane: A Contingent Valuation Experiment in South Korea

South Korea is planning to substitute some residential natural gas (NG), a fossil fuel that relies on imports, with renewable methane (RM) from bio-gas, a renewable energy source. Thus, information about households’ willingness to pay (WTP) for implementing the plan is widely needed. This article, therefore, examines the WTP using an economic approach of contingent valuation (CV). More specifically, 1000 households were asked about the additional WTP for RM over NG through in-person face-to-face surveys across the country, adopting a dichotomous choice question format, during August 2018. As a few interviewees responded zero WTP for various reasons, a spike model that could reflect zero WTP observations was utilized. The household additional WTP for RM over NG was estimated, with statistical significance, as 191.46 Korean won (USD 0.17) per m3 and worth 31.9% of the average price of residential NG. This value means a price premium for RM compared to NG. In other words, this study found that South Korean consumers value residential RM about 1.32 times as much as residential NG. These results from the CV experiment could be a useful reference in establishing and implementing RM-related policies.

Estimation of willingness-to-pay for premium economy class by type of service

This study aims to estimate the willingness-to-pay (WTP) to upgrade from economy to premium economy class by six types of services and to identify the socioeconomic and travel characteristics of international travelers affecting the WTP using the Tobit model assumed to be censored at zero. The results confirm that the travelers' WTP for the premium economy class in the long-haul travel is higher than those in the medium and the short-haul travels. However, the ratio of additional WTP to the economy class fare in the long-haul route is slightly lower than that in the medium-haul route. The results also present that international travelers have the highest WTP for increased seat width in the premium economy class service attribute, followed by increased seat pitch and upgraded in-flight meal service. Finally, the results indicate that the WTP to upgrade to premium economy class are proportional to the age or the income level of travelers. Furthermore, international travel frequency and the experience of premium economy class have a positive impact as well. This research can be a useful resource for analyzing international travelers’ WTP concerning the type of service and this information will be useful to policy makers in their efforts to determine their fare policies and the target audience for marketing premium economy class.

Economic benefits of introducing LNG-fuelled ships for imported flour in South Korea

As the concerns about air pollution have steadily increased, the perception that ships are the source of pollutants and toxic emissions is also expanding. Thus, the International Maritime Organization (IMO) is tightening maritime regulations to reduce air pollution from ships. Currently, the government and related industries are trying to replace heavy fuel oil with liquefied natural gas (LNG) to counter future IMO regulations. Since the use of LNG is expected to increase costs, it is necessary to estimate the social benefits to determine the legitimacy of the replacement. The purpose of this study is to analyse the public’s willingness to pay (WTP) for products imported in LNG-fuelled ships using the contingent valuation method. Flour, the most of which is currently imported in South Korea, is chosen as the subject of empirical analysis. As a result, the mean additional WTP was KRW 571 (USD 0.51) per kg. This value corresponds to about 36% of the existing flour price. Therefore, South Korean households are willing to pay a considerable premium on the flour imported via LNG-fuelled ships. These results can serve as useful bases for future LNG bunkering-related policies.

Unfair milk prices? Lessons from a split-sample choice experiment

PurposeIn times of “milk price crises”, “fair” milk prices are repeatedly demanded. Various studies indicate an increased willingness to pay (WTP) for the additional attribute of price fairness. Nevertheless, market shares have been low so far. The purpose of this paper is to discuss three possible reasons for this: low reference prices, socially desirable responses in choice experiments and the lack of justification of the claim “fair” by further attributes.Design/methodology/approachIn a split sample, one group facing alternatives with a higher price range and the other with a lower price range, the consumer’s choices are examined. This study uses a social desirability scale for controlling biases in the stated WTP. In addition, the claim “fair” is complemented with a guaranteed price, grazing, regional production and CO2-reduction. A random parameter logit model specified in WTP space is employed to estimate milk consumers’ (n=480) preferences for “fair” milk. Furthermore, a latent class approach reveals information about the source of preference heterogeneity for fair milk attributes among the two groups of the split sample.FindingsThis study finds statistically significant differences between the two price ranges. In the low price range, additional attributes can trigger an additional WTP. In the high price range, there is no statistically significant additional WTP. WTP’s dependence on price levels could explain why the market share for “fair” milk has so far been low.Originality/valueThis paper contributes to the study of the effect of split samples in choice experiments. In addition, it promotes the understanding of price fairness in milk and its determinants.

Who cares about local feed in local food products? Results from a consumer survey in Germany

PurposeThe purpose of this paper is to analyse if German consumers are willing-to-pay a price premium for local food produced with local feed. The study provides insights into reasons explaining consumer preferences for animal products produced with local feed.Design/methodology/approachComputer self-assisted personal interviews (CASI) with 1,602 German consumers were conducted. To calculate the price premium for local feed, consumers were asked about their willingness-to-pay (WTP) for local feed. The respondents had to indicate their WTP for the local feed share levels 75, 90 and 100 per cent for pork cutlets, beef steaks, eggs and milk. To measure the impact of consumers’ attitudes and sociodemographic background on the WTP, a zero-inflated negative binomial regression model (ZINB) was calculated.FindingsThe study reveals that there is a high WTP for animal products produced with local feed. Furthermore, it delivers interesting insights into the WTP for different shares of local feed. Increasing WTPs for a 75, 90 and 100 per cent local feed origin could be found. The logit model in the zero-inflated regression showed that the buying frequency of organic foods exerted a particularly significant impact on one’s belonging to the group which has, in general, no additional WTP for locally produced feed.Originality/valueConsumers’ perception of the supply chain of local products is virtually unexplored. This is one of the first papers that take this topic into account.

Residential Consumers’ Willingness to Pay Price Premium for Renewable Heat in South Korea

Heat accounts for about one-third of the final energy use and it is mostly produced using fossil fuels in South Korea. Thus, heat production is an important source of greenhouse gas emissions. However, using renewable heat that is directly produced from renewable energy, such as bioenergy, geothermal, or solar heat can save energy and reduce greenhouse gas emissions, rather than transforming conventional fuel into heat. Therefore, an energy policy for renewable heat urgently needs to be established. It is such situations that this paper attempts to assess the consumers’ additional willingness to pay (WTP) or the price premium for renewable heat over heat that is produced from fossil fuels for residential heating. To that end, a nationwide contingent valuation survey of 1000 households was conducted during August 2018. Employing the model allowing for zero WTP values, the mean of the additional WTP or premium for one Gcal of heat produced using renewable energy rather than fossil fuels was estimated to be KRW 3636 (USD 3.2), which is statistically meaningful at the 1% level. This value represents the price premium for renewable heat over heat that is based on fossil fuels. Given that the heat price for residential heating was approximately KRW 73,000 (USD 65.1) per Gcal at the time of the survey, the additional WTP or the price premium corresponds to about 5% of that. When considering that the cost of producing renewable heat is still significantly higher than the cost of producing fossil fuels-based heat, more efforts to lower the production costs of renewable heat as well as financial support of the government for producing and supplying renewable heat are needed to ensure residential consumers’ acceptance of renewable heat.

How Much Are Insurance Consumers Willing to Pay for Blockchain and Smart Contracts? A Contingent Valuation Study

Blockchain is highly secure in design and can hand huge data efficiently. A smart contract, based on a blockchain, can automate the entire process and make the contract self-executing in nature. Since the first introduction of these technologies in the 1990s, they have been at the center interest for academia and industry. Numerous researchers and practitioners have investigated the principles and usage of blockchain and smart contracts. However, little is coincidental regarding estimating the consumer’s additional willingness to pay (WTP) and analyzing the relationship with socio-economic characteristics of the consumer for blockchain and smart contracts in the insurance sector. This study conducted the survey on 1000 heads of the household or homemakers who represent population well in South Korea and estimated additional WTP using one-and-one-half-bounded dichotomous choice contingent valuation (OOHB DC CV) method. About 65% of sample respondents answered they are willing to pay some additional premium for blockchain and smart contracts. The mean WTP has the value of KRW 28,425.43 (USD 25.38) and the median WTP is KRW 16,111.71 (USD 14.39). Those with high incomes, high education and more insurance contracts are more likely to pay extra for insurance policies using blockchain and smart contracts. Considering the total number of households in South Korea, the aggregated additional WTP is about 8 percent of the net income of the insurance industry in fiscal year of 2017. Consequently, strategic development of insurance products using block chains and smart contracts targeting educated consumers with high-income will increase the number of policyholders, which can in turn increase premium revenues.

Exploring the potential of local market in remunerating water ecosystem services in Cambodia: An application for endogenous attribute non-attendance modelling

Abstract Within South East Asia, certification and local market development may play an important role in incentivizing farmers to continue with nature-based solutions delivered by organic or traditional farming practices and avoid using environmentally detrimental production techniques. The purpose of this study is to use economic valuation in order to achieve an empirical understanding of local consumer preferences for different attributes of rice products. Application of the agrarian system approach reveals that rice cultivation systems observed in the Tonle Sape Lake of the Mekong River Basin in Cambodia (our study case) may target three ecosystem services that present the characteristics of public goods and may benefit consumer support. A choice experiment survey was administered among local consumers in the city of Phnom Penh in 2013. Econometric analysis indicates high rate of non-attendance for the price attribute. It also suggests that 17% of the respondents made their choices neglecting attributes describing ecosystem services. However, there are evidence of consumers' willingness to pay (WTP) for certified organic rice higher than the price-premium observed on the local market. Furthermore, there is additional WTP value for the preservation of ecosystem services. We discuss the implications of our findings on potential payment for ecosystem services in the specific case of rice.

Public preferences for district heating system over individual heating system: a view from national energy efficiency

The price of residential heating from the district heating system is similar to that from the individual heating system in Korea. However, the former is known to be more efficient in terms of national energy consumption than the latter in urban areas with high population density. Because district heating system reduces the total amount of energy consumption by 24% compared to individual heating system. This paper attempts to assess the public preferences for substituting consumption of residential heating produced from individual heating system with that produced from district heating system in terms of national energy efficiency. To apply contingent valuation method, a contingent valuation survey of 1000 households was implemented. Public preferences can be provided price gap, which is willingness to pay (WTP) and the findings can be interpreted as external benefits. For the purpose of mitigating the response effect in eliciting their WTP and increasing statistical efficiency in analyzing the WTP data, we employ a one-and-one-half-bounded dichotomous choice question format. Furthermore, we use the spike model so as to model zero WTP responses. The results show that the mean additional WTP for district heating system over individual heating system is estimated to be KRW 8544 per KRW 100,000 of residential heating. The WTP estimate is statistically significant at the 1% level. Thus, the external benefit of the district heating system over individual heating system in terms of national energy efficiency amounts to about 8.5% of the price for residential heating.

Do People Place More Value on Natural Gas Than Coal for Power Generation to Abate Particulate Matter Emissions? Evidence from South Korea

As of 2017, coal is responsible for about half of all power generation in South Korea, while natural gas (NG) is responsible for about 20%. This increases particulate matter (PM) emissions, as coal emits 6 to 55 times more PM than NG in the course of power generation. Increased PM concentration causes visibility impairment and acute respiratory diseases. Thus, the South Korean government is seeking to shift from coal to NG power generation for the purpose of abating PM emissions. The government also considers NG as a bridge energy to facilitate the transition from fossil fuels to renewable energy. This article attempts to answer the question, “Do people place significant value on shifting from coal to NG power generation in order to abate PM?” To this end, additional willingness to pay (WTP) for NG over coal for electricity for the purpose of PM emissions abatement was assessed from 1000 South Koreans’ contingent valuations (CV). More specifically, each of these randomly chosen interviewees was asked about her/his WTP for the switch from coal to NG for 1 kWh of electricity use. The average additional WTP estimate was KRW 31.27 (USD 0.028) per kWh, which is equivalent to 28.8% of the average price of electricity in 2017. Moreover, this estimate is statistically significant. The generation cost of NG is about KRW 100.13 per kWh, which is higher than that of coal (KRW 78.5 per kWh). The gap is KRW 22.08 per kWh, which is less than the additional WTP. Thus, it is obvious that the governmental policy of shifting from coal to NG for power generation in order to abate PM emissions is supported by the public and, hence, the shift should be made gradually.

Willingness to Pay for Substituting Coal with Natural Gas-Based Combined Heat and Power in South Korea: A View from Air Pollutants Emissions Mitigation

As of 2017, coal-fired generation is responsible for about half of electricity generation in South Korea. This causes a serious problem of emitting air pollutants such as particulate matters, sulfur oxides, and nitrogen oxides. Thus, the South Korean government is seeking to substitute a part of coal-fired generation with natural gas (NG)-based combined heat and power (CHP) generation for the purpose of mitigating air pollutants emissions. This article tries to assess the public willingness to pay (WTP) for the substitution adopting contingent valuation (CV). The data on the additional WTP for consuming 1 kWh of electricity produced from NG-based CHP generation over coal-fired generation were gathered from a CV survey of 1000 interviewees. The mean additional WTP estimate for the substitution is obtained as KRW 28.08 (USD 0.025) per kWh of electricity use. This is equivalent to 25.9% of the average price of electricity, KRW 108.50 (USD 0.098) per kWh in 2017. It is obvious that the South Korean public has a significant WTP for substituting coal with NG in electricity generation to mitigate air pollutants emissions. The government needs to gradually push for the substitution.

Consumers’ Willingness to Pay for Net-Zero Energy Apartment in South Korea

In South Korea, buildings account for more than 25% of the nation’s total greenhouse gas emissions. Therefore, the government aims to make zero energy buildings mandatory from 2025, onward. For the housing sector, the government has recently built and operated a pilot net-zero energy apartment (NZEA) and plans to expand it to several cities. This article attempts to obtain information about the consumers’ willingness to pay (WTP) for the NZEAs. To this end, households’ additional WTP for the NZEAs over a conventional apartment was investigated, applying the contingent valuation (CV) approach. The data on the WTP were gathered from a CV survey of 1000 interviewees and analyzed, employing a dichotomous choice question and the spike model, respectively. The mean value of the additional WTP is obtained as KRW 0.46 million (USD 424) per m2, which is statistically significant. This value corresponds to 17.0% of the conventional apartment price per m2 (KRW 2.76 million, USD 2436). It can be concluded that the households in South Korea place a significant value on a NZEA over a conventional apartment. In addition, we have investigated the characteristics of consumers which affect the probability that consumers accept additional payment of an amount of money for NZEA over a conventional apartment, finding that higher income earners, higher education, and male consumers have a higher probability.

Insurance prospects after the European dairy quota abolition

PurposeThe expected increase in milk price volatility after the milk quota abolition in the EU will lead to further planning uncertainty on dairy farms. Consequently, the modest supply of insurance and the hedging of milk prices through futures may increase. To shed more light on this possibility, the purpose of this paper is to calculate the additional willingness to pay (WTP) for risk-averse dairy farmers in order to cope with milk price volatility after the quota abolition.Design/methodology/approachAfter the European dairy quota abolition, European dairy farmers will be more dependent on the milk price of the world market. To reflect the world market, a time series of milk prices of a dairy processor from New Zealand (NZ) was used because NZ is exporting most of their dairy products under world market conditions. Based on the NZ price series, we approximated milk price volatility after the European dairy quota abolition and calculated the additional WTP of risk-averse dairy farmers in order to cope with milk price volatility.FindingsUsing a price series of NZ to approximate milk price volatility after the European dairy quota abolition and comparing it with a German milk price series before quota, the results suggest there might be increased WTP after the milk quota abolition in order to cope with milk price volatility. Following this assumption, the WTP of considerable risk-averse dairy farmers may exceed the initial transaction costs of hedging milk prices with futures on commodity exchanges. Nevertheless, a qualitative discussion of the results shows costs of education, basis risk, and the small size of farms could still keep dairy farmers from hedging the milk price.Originality/valueIn calculating the additional WTP for risk-averse dairy farmers to cope with milk price volatility, this is the first study to attempt to illustrate the expected influence of increasing milk price volatility at the dairy farm level after the dairy quota abolition in the EU. The additional WTP gives further insights into the need for and acceptance of insurance after the dairy quota abolition at the dairy farm level.

Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe

ABSTRACTSustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyze consumer preferences and their willingness to pay (WTP) for different sustainability claims, and to identify consumer segments according to their WTP. The contingent valuation method was applied to elicit consumers’ WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries are obvious regarding preferences for different sustainability attributes, particularly in the segment with the highest WTP. A fraction of the consumers is willing to pay significantly higher prices for sustainably produced fish from Europe: given that trustful standards are applied and well communicated.

South Korean Household’s Willingness to Pay for Replacing Coal with Natural Gas? A View from CO2 Emissions Reduction

Coal is currently a major electric power generation source in South Korea when considering that forty-three percent of electricity that was generated during the first quarter of 2017 came from coal. The amount of CO2 emissions from coal-fired power plant is two times larger than that from natural gas (NG)-fired power plant in the country. In this regard, the Korean government is trying to replace some amount of coal that is used for generation with NG to reduce CO2 emissions. However, the cost of NG-fired generation is about 1.25 times higher than that of coal-fired generation. Thus, the policy-makers demand information about the household willingness to pay (WTP) for the replacement to mitigate CO2 emissions. This paper applies the contingent valuation (CV) approach, and assesses the household’s WTP for replacing one kWh of coal-fired power with that of NG-fired power. For this purpose, a total of 1000 South Korean households were involved in the CV survey employing a dichotomous choice question. In addition to the current electricity price, KRW 121.52 (USD 0.11) per kWh, the respondents were willing to pay KRW 25.35 (USD 0.02) per kWh. The costs of NG-fired and coal-fired generation are KRW 100.13 and 78.05, respectively, per kWh. The difference between the two is KRW 22.08 per kWh, which is smaller than the mean additional WTP (KRW 25.35 per kWh). The household’s additional WTP is bigger than the actual additional cost. It is concluded that the switch of power generation source from coal to NG to reduce CO2 emissions can be supported by South Korean households.

Public willingness to pay a premium for uni‐material beverage container in Korea: a contingent valuation study

AbstractThe use of uni‐materials can reduce the total waste generation by a high recycling rate. This study assesses the public's willingness to pay (WTP) a premium for the uni‐material beverage container (UBC) in Korea using a specific case of bottled mineral water in polyethylene terephthalate (PET). For this purpose, a contingent valuation (CV) survey of 1000 consumers was conducted to derive the additional WTP for the mineral water in UBC instead of that in non‐UBC. Given that the average price of the mineral water (500 mL) in non‐UBC was KRW 1000 (USD 0.88), the mean additional WTP a premium for that in UBC was estimated to be KRW 107 (USD 0.09). This value amounts to 10.7% of price of the mineral water in non‐UBC and can be interpreted as the public value of the UBC. The consumers in Korea are ready to pay a significant premium for UBCs.

Are Korean Households Willing to Pay a Premium for Induction Cooktops over Gas Stoves?

Korean households generally prefer to use induction cooktops rather than gas stoves because of their greater convenience and safety features. This paper tries to investigate whether Korean households are willing to pay a premium for replacing their gas stoves, which are currently common in Korea, with induction cooktops, from the perspective of convenience and safety. To this end, a contingent valuation technique was applied to assess the additional willingness to pay (WTP) a premium for using an induction cooktop rather than a gas stove. A nationwide survey of 1000 households was carried out. The results indicate that the mean additional WTP for using an induction cooktop rather than a gas stove is KRW 207 (USD 0.19) per cubic meter of residential gas. This value can be interpreted as the convenience and safety benefits to the consumer of using an induction cooktop rather than a gas stove, or residential electricity rather than residential gas for cooking. It amounts to approximately 26.7% of the average 2015 price of residential gas, which was KRW 775 (USD 0.70) per cubic meter. If the gap between the price for residential electricity and the price for residential gas is less than the WTP value, households will increase their demand for residential electricity for cooking.