Normal 0 false false false EN-AU ZH-CN X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:Table Normal; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:Calibri,sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} The Australian National Green Power Accreditation Program is a market-based program established by the NSW government in 1997. The objective of the program is to encourage investment in “new” renewable energy generation by increasing consumer demand and letting consumers voluntarily opt-in to buy more expensive green electricity packaged into different GreenPower products. There are about 40 such accredited GreenPower products currently offered by different companies nationally. Despite the empirical evidence of consumers’ high willingness to purchase green products from hypothetical surveys, the actual penetration rate of GreenPower products has been quite low. This study uses a choice modelling approach to find out if there are specific features of the products that the public like or dislike – for instance, location of generators, accreditation, types of renewable energy sources, contract terms, payment mechanisms and price premium. Our online survey instrument is based on the real online interface provided by Synergy (the main supplier of residential electricity in WA: http://www.synergy.net.au/at_home/gogreen.xhtml ), where the different green products are explained and the consumer can play with different choices of products and levels of commitment prior to making a final choice of their electricity contract. In our study, we use a slightly modified online interface that mimics this real market environment, but extends the number of attributes that are used to describe the product, and varies the baseline electricity price, and the premium associated with the green power options. Each respondent completes 6 choice sets, and we have 831 completed surveys by WA residents. We use an extended scale latent class model to identify classes with different preferences for the green features of the electricity contract, differences in their attitudes towards the form of the contract in terms of commitment mechanism (fixed $ amount of green power, or fixed percentage of bill), and a variety of attitudes towards the other attributes of the contract (location, accreditation and fixed term). The actual penetration of green power into the electricity market relies on consumers’ willingness to purchase green power products as well as their commitment levels (eg. 10% vs. 100% green electricity). Our online survey is designed to allow analysis of both. The paper will report on market shares of the three green products under differing price premia, and the level of market commitment in terms of the amount of green electricity signed up to.