The Chinese Consumers' Attitudes towards their 'Willingness to Pay' for Renewable Electricity

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The research examines the impact of China's rapid economic growth on environmental degradation, highlighting its status as the largest greenhouse gas emitter. It emphasizes the importance of understanding household electricity purchasing decisions for effective energy policy implementation. A social survey reveals that while environmental concerns have limited influence on consumers' willingness to pay for green electricity, economic factors, particularly price sensitivity, are more significant. The study concludes that enhancing education and information on renewable energy is essential to encourage its adoption.