by Daisaku Goto, Associate Professor, IDEC, Hiroshima University
Friday, March 7, 2014, 4:30pm
This paper examines the consumer preference and willingness to pay for a number of attributes of solar water heater (SWH) systems (i.e. heat efficiency, heat loss rate, service life, after-sale service, local brands) in China. Choice experiment surveys with 210 respondents were conducted in Kunming City to inform this paper. Result from the marginal willingness to pay for the attributes show that the inexperienced consumers who have no experience of SWH utilization have much higher marginal WTP than the experienced consumers. It suggests that the SWH market should be improved to come up to potential customers’ expectations of SWH products and services.
Visit the Friday Seminar Series page for more details.