Energy Systems and Technologies for the Coming Century ...

Furthermore, respondents seem able to reply meaningfully to questions, which seemreasonable since the choice situation is quite similar to the situation they were in recentlywhen choosing which new car to purchase in real life.Another interesting finding is that group 1, having an environmentally friendly attitudeand behaviour, valuates more environmentally friendly alternatives such as hydrogen orhybrid significantly higher compared to the other segments. This is what one wouldexpect. What may be more interesting is that respondents who are "car lovers" and whohave an environmentally friendly behaviour value environmentally friendly alternativeslower compared to other segments.6 Willingness to pay6.1 Alternative technologyBased on the parameter estimates above it is possible to calculate willingness to pay forthe new technologies, both for the total sample and broken down in the four segments.As can be seen the willingness to pay for a hydrogen car which have the same comfortand reliability as a "normal" car is 42,600 DKK. The corresponding willingness to payfor an Plug-in electric vehicle is 23,500 DKK. These amounts represents an additionalwillingness to pay of approximately 10% - 15%. It should be noted that the scenariosassume that these vehicles are driven by windmill power.Table 6-1 Willingness to pay for new technology vehicles.Technology AllEnvironmentalistCar loverBuy ecological milk often Buy ecological milk oftenYes No Yes NoHydrogen 42,600 44,000 44,900 33,800 24,400Hybrid 18,800 19,300 26,100Bio-diesel 10,800 10,100 14,800Plug-in electric 23,500 30,200 22,500 25,200The willingness to pay for cleaner technology is significaltly higher in the segment ofenvironmentalists. But in this segment the willingness to pay is approx twice as high inthe segment that state they not only have environmental concern but also actsecologically (buy ecological milk often).It is clear that new technologies with less environmental friendly technologies as forinstance Hybrid vehicles and bio-fuel do also have significant WTP, although somewhatlower compared with Plug-in electric and Hydrogen.6.2 Operating rangeOne of the major problems with plug-in electric vehicles is that the operating range islimited, and in many cases too limited in order to substitute a traditional vehicle. In theabove willingness to pay it is assumed that this problem is solved. However, in realworld it is not. Plug-in electric vehicles have low operating range. In a resent study byFDM it was found that plug-in electric vehicles have lower operating range relative towhat is stated in the manuals, at least in the winter time.The survey conclude that the operating range is important. Overall, respondents arewilling to pay 11,000 DKK extra for a vehicle with 100 km more operating range.Page 10 of 12Risø International Energy Conference 2011 Proceedings Page 331