Consumer Support and Willingness to Pay for Electricity from Solar, Wind, and Cow Manure in the United States: Evidence from a Survey in Vermont

Abstract

Information on public support and willingness to pay (WTP) for renewable energy from alternative sources is critically important for the development and evaluation of renewable energy policies and programs. This study assesses consumer support and WTP for electricity from solar panels, wind turbines, and on-farm anaerobic digester systems (ADS) in the United States, using data collected from a household survey in the state of Vermont. Empirical results suggest that solar power was the respondents’ top choice for public investment, and cow power (electricity generated from ADS) was the least-favored choice. Also, the variations in the likelihood of being willing to pay a premium for each renewable electricity across respondents were closely associated with factors such as education, political affiliation, homeownership, and local agricultural engagement. The relatively low level of public support and WTP for cow power is likely the result of unfamiliarity with this renewable source of electricity, and more educational efforts are highly needed to promote this renewable energy with many environmental benefits for a dairy state.