公众对绿色电力的支付意愿的影响因素研究——基于2018年CGSS数据库的分析

Research on the Influencing Factors of the Public’s Willingness to Pay for Green Electricity—Based on the Analysis of the 2018 CGSS Database

以风电、光伏发电为主的绿色环保新能源在能源转型中扮演着重要角色,其发展也正逐步从政府扶持过渡到市场激励,伴随着光伏发电与风电项目的大规模建设与推广,公众对绿色电力消费是否具有支付意愿是推进绿色电力系统市场化发展的关键。因此,本文利用CGSS 2018数据,探究公众对于以风电和光伏发电为主的绿色电力的支付意愿及其影响因素。结果表明,支付意愿的影响因素主要为年龄、家庭经济状况、能源政策了解程度、能源污染认知以及环境支付态度五个方面,年龄与支付意愿呈显著负相关,而家庭经济状况、能源政策了解程度、能源污染认知以及环境支付态度均与支付意愿呈正相关。因此,可以针对公众家庭经济状况制定有差别的电力组合套餐,加强能源政策的宣传力度,着力提高公众的环境关注度与污染认知水平,从而激发公众的支付意愿。

Green environmental protection new energy based on wind power and photovoltaic power generation plays an important role in energy transformation, and its development is gradually transitioning from government support to market incentives, along with the large-scale construction and promotion of photovoltaic power generation and wind power projects, whether the public is willing to pay for green power consumption is the key to promoting the market-oriented development of green power system. Therefore, this paper uses CGSS 2018 data to explore the public’s willingness to pay for green electricity based on wind power and photovoltaic power generation and its influencing factors. The results showed that the influencing factors of willingness to pay were mainly age, household economic status, energy policy understanding, energy pollution cognition and environmental payment attitude, and age and willingness to pay were significantly negatively correlated, while household economic status, energy policy understanding, energy pollution cognition and environmental payment attitude were positively correlated with payment willingness. Therefore, a differentiated power package can be formulated according to the economic situation of public households, strengthen the publicity of energy policies, and focus on improving the public’s environmental concern and pollution cognition level, so as to stimulate the public’s willingness to pay.