This paper develops a formal model that links the willingness to pay (WTP) literature with the established innovation diffusion literature. This concern arises from an attempt to reconcile the large disparities that have been observed between actual adoption of green energy tariffs and WTP for...

Green electricity tariffs are a means by which, green consumers, can contribute to investment in renewable energy. In order to conceptualize factors constraining the adoption of green electricity tariffs this paper develops a model that links the willingness-to-pay (WTP) literature with the...