A Study of Marketing Strategies for Electricity Pricing Plans Considering Willingness to Pay for Renewable Energy

Abstract

This research aims to create a power plan that takes into account consumer preferences in order to promote the spread of renewable energy. First, we built a mathematical model using a five-point questionnaire and conjoint cards. Next, we conducted a survey reflecting consumer attitudes and comparing them to existing power plans. Ultimately, we analyzed the obtained data using a mathematical model to clarify the amount of renewable energy that consumers accept and their needs.