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Energy Systems and Technologies for the Coming Century ...

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Table 6-2 Willingness to pay <strong>for</strong> 100 km extra operating rangeAllEnvironmentalistCar loverBuy ecological milk often Buy ecological milk oftenYes No Yes No100 km extra 10,500 8,600 11,200 15,200 14,100The highest willingness to pay <strong>for</strong> operating range is seen in <strong>the</strong> segment "Car lower"."Car lower" obviously think that operating range is more important compared to <strong>the</strong>"Environmentalist".6.3 Service includedDuring <strong>the</strong> survey <strong>the</strong>re has been a concern whe<strong>the</strong>r respondents accepted <strong>the</strong>assumption that <strong>the</strong> new technology vehicles in <strong>the</strong> choice situations are just as reliableas traditional vehicles. To eliminate this potential bias, <strong>the</strong> survey included a serviceagreement in <strong>the</strong> choice situations.The following table shows <strong>the</strong> willingness to pay <strong>for</strong> service agreement <strong>for</strong> vehicles withdifferent technology.Table 6-3 Willingness to pay <strong>for</strong> service agreementTechnologyAllTraditional 4,600Hydrogen 11,700Hybrid 14,100Bio-diesel 17,000Plug-in electric 19,800As can be seen, <strong>the</strong> willingness to pay is highest <strong>for</strong> <strong>the</strong> plug-in electric vehicles <strong>and</strong>lowest <strong>for</strong> <strong>the</strong> traditional vehicles, indicating that people might not completely accept <strong>the</strong>assumption that <strong>the</strong> different technologies have <strong>the</strong> same reliability. It seems that peopleconsider <strong>the</strong> plug in electric technology more unreliable compared to a traditionalvehicle. It may be that may be <strong>the</strong> current problems with short operating range <strong>for</strong> plugin electric vehicles impact <strong>the</strong> perception of <strong>the</strong> reliability of plug in electric vehicles.And thus makes <strong>the</strong> service agreement <strong>for</strong> <strong>the</strong> plug-in electric vehicle more important <strong>for</strong><strong>the</strong> respondents.6.4 WTP difference in age groupsWillingness to pay <strong>for</strong> new <strong>and</strong> more environmentally friendly technologies is lower inyounger age groups.6-4 Willingness to pay by age groupsAge18 - 29 30 - 49 50 +Hydrogen -38,000 -47,300 -56,400Hybrid -13,000 -24,600 -32,000Bio-diesel -10,400 -11,200 -17,100Plug-in elec -18,100 -28,900 -38,900This is partly due to higher <strong>the</strong> fact that younger people are more sensitive to prices(higher elasticity). But even if we disregard this difference, <strong>the</strong> results from <strong>the</strong>estimations shows that young people are less likely to choose new environmentallyPage 11 of 12Risø International <strong>Energy</strong> Conference 2011 Proceedings Page 332

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