Are “100% Renewable” Electricity Claims Misleading? Evidence on Consumer Awareness and Preferences for Temporal Matching
「100%再生可能」電力の主張は誤解を招くか？時間的マッチングに対する消費者の認識と選好の証拠 (AI 翻訳)
Johannes Bösch, Maximilian J. Blaschke
🤖 gxceed AI 要約
日本語
この論文は、ドイツの家庭を対象に、時間的マッチングのない「100%再生可能」電力プランに対する認識と支払意志額を調査。85%の消費者が時間的ミスマッチを認識しておらず、情報提供により支払意志額が有意に低下することを示す。
English
This paper examines German households' awareness and preferences for temporal matching in green electricity tariffs marketed as "100% renewable." Through a stated-choice experiment with over 1,000 participants, it finds that 85% of consumers are unaware of the temporal decoupling, and informing them reduces willingness to pay by 4.1–11.4 percentage points. The study highlights an information failure in green electricity markets and suggests policy measures for greater transparency.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本の再生可能エネルギー市場でも、非化石証書を用いた「実質再エネ」の表示が増えている。本論文の知見は、日本の消費者への情報提供のあり方や、金融庁・環境省のグリーンウォッシュガイドラインに示唆を与える。
In the global GX context
This paper contributes to global debates on greenwashing in voluntary renewable electricity markets. The findings on consumer awareness and information failure are relevant for regulators like the EU's revision of the Renewable Energy Directive and similar voluntary certification schemes globally.
👥 読者別の含意
🔬研究者:Provides empirical evidence on consumer response to information about temporal matching in green electricity tariffs, relevant for energy policy and behavioral economics.
🏢実務担当者:Energy retailers and certification bodies should note that most consumers are unaware of temporal decoupling, and that transparency may affect willingness to pay modestly.
🏛政策担当者:Highlights potential need for stricter transparency mandates in green electricity marketing; can inform guidelines on green claims.
📄 Abstract（原文）
Green electricity tariffs marketed as "100% renewable" often rely on Energy Attribute Certificates (EACs), which allow a temporal decoupling between consumption and generation. This decoupling has raised concerns about the actual environmental impact of green electricity tariffs and the potential to mislead consumers. This paper examines German households' awareness and preferences regarding temporal matching. Based on a stated-choice experiment with randomized information treatments and over 1,000 participants, we find: (1) 85% of consumers are unaware of the mismatch; (2) informing them reduces willingness to pay (WTP) modestly but statistically significant by 4.1-11.4 percentage points; and (3) an explicit guarantee of temporal matching does not significantly increase WTP. We interpret these findings as an information failure in current green electricity markets, where a non-negligible share of consumers likely base their purchase decisions on incorrect or incomplete information. Various measures could help mitigate it, including clearer definitions and greater transparency mandates, alongside voluntary industry standards and third-party verification.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.1177/01956574261438737first seen 2026-07-13 04:49:43
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