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Stefanie Hille
Former Member
Title
Dr.oec.
Last Name
Hille
First name
Stefanie
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1 - 10 of 26
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PublicationShotgun or snowball approach? Accelerating the diffusion of rooftop solar photovoltaics through peer effects and social norms(Electronic preprint / Working Paper submitted for publication, )
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PublicationRed is the new blue – The role of color, building integration and country-of-origin in homeowners' preferences for residential photovoltaics(Electronic preprint / Working Paper submitted for publication, )
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PublicationRed is the new blue – The role of color, building integration and country-of-origin in homeowners ’ preferences for residential photovoltaicsThe wider diffusion of solar photovoltaics (PV) is crucial to lower the environmental impact of the residential sector, which is responsible for a large share of energy consumption in many industrialized countries, including Switzerland. By conducting an adaptive choice-based conjoint (ACBC) with a representative sample of Swiss homeowners planning to undertake a roof renovation project, we investigate the extent to which financial and non-financial factors drive homeowners’ preferences for PV in Switzerland. We reveal that the color and country of origin of the PV modules are the main drivers for increasing share of preference for PV. In addition, we estimate the price premium that homeowners are willing to payfor building-integrated PV (BIPV) versus rack-mounted PV. We find a premium in willingness to pay of 21.79% for a roof with a BIPV installation in comparison with a rack-mounted PV installation. We further show that an increase in revenues from electricity sales (e.g. via feed-in tariffs), when transparently disclosed over an aggregated time frame, would be almost equally effective in spurring demand for PV as a decrease of initial investment costs (e.g. via one-off investment grants). Implications for energy policy and marketing are discussed.Type: journal articleJournal: Energy and BuildingsVolume: 162
Scopus© Citations 38 -
PublicationE-bike trials’ potential to promote sustained changes in car owners’ mobility habitsModal shifts hold considerable potential to mitigate carbon emissions. Electric bikes (e-bikes) represent a promising energy- and carbon-efficient alternative to cars. However, as mobility behaviour is highly habitual, convincing people to switch from cars to e-bikes is challenging. One strategy to accomplish this is the disruption of existing habits – a key idea behind an annual e-bike promotion programme in Switzerland, in which car owners can try out an e-bike for free over a 2-week period in exchange for their car keys. By means of a longitudinal survey, we measured the long-term effects of this trial on mobility-related habitual associations. After one year, participants' habitual association with car use had weakened significantly. This finding was valid both for participants who bought an e-bike after the trial and those who did not. Our findings contrast the results of other studies who find that the effect of interventions to induce modal shifts wears off over time. We conclude that an e-bike trial has the potential to break mobility habits and motivate car owners to use more sustainable means of transport.Type: journal articleJournal: Environmental research letters : ERLVolume: 13Issue: 4
Scopus© Citations 39 -
PublicationThe Influence of Political Orientation on the Strength and Temporal Persistence of Policy Framing EffectsThe objective of this research is to analyze how political orientation moderates the influence of framing effects on policy evaluation. Drawing on the theory of motivated reasoning, three interrelated experiments assess the strength and temporal persistence of framing effects in the context of an energy conservation program. In the first experiment (N = 183), the delivery mechanism of the policy is described as either a tax rebate or a subsidy. Party identification of potential beneficiaries moderates the existence and magnitude of framing effects. The sec- ond experiment (N = 603) presents alternative frames of communication, which focus on either the economic or environmental benefits associated with the policy. Effects of the communication frames on policy support in comparison to a neutral text are significant, but only when the policy is consistent with respondents’ pre-existing views on economic individualism and government spending. The third experiment (N = 603) investigates the temporal stability of framing effects after cognitive deliberation and finds that no change in policy support occurs over time. A key implication is that tailoring frames to the target audience increases effectiveness in policy design and communication. Considering the persistence of framing effects, early frames may have a disproportionate impact in public discourse.Type: journal articleJournal: Ecological EconomicsVolume: 142
Scopus© Citations 15 -
PublicationType: journal articleJournal: Journal of Consumer PolicyVolume: 39Issue: 3
Scopus© Citations 7 -
PublicationAdvances in understanding energy consumption behavior and the governance of its change-Outline of an integrated framework(Frontiers Media, 2015-05-13)
Scopus© Citations 67 -
PublicationWillingness to Pay for Green Products in Air Travel: Ready for Take-Off?We examine the willingness to pay (WTP) for green products in air travel. Green products in aviation are supplementary services, which are sold on top of the travel service (e.g. carbon offsets, organic on-board food). We identify a set of potential green products in aviation and report the preferences for additional airline services of 811 Swiss air travellers using an adap- tive choice-based conjoint survey. We find that 20% of those passengers who are interested in purchasing supplementary services show a considerable WTP for green products. The green segment differs from the regular segment only in terms of behavioural features, not in terms of demographic or socio-economic characteristics.Type: journal articleJournal: Business Strategy and the EnvironmentVolume: 26Issue: 2DOI: 10.1002/bse.1909
Scopus© Citations 66 -
PublicationThe Influence of Green Building Certification Schemes on Real Estate Investor Behaviour: Evidence from SingaporeBased on an adaptive choice-based conjoint analysis, the aim of this paper is to ascertain the extent to which various characteristics of a condominium unit, and in particular the Building and Construction Authority (BCA) Green Mark Scheme, influence prospective real estate investors' preferences for condominium units in Singapore. Through the analysis, this study determines that premium buyers would be willing to pay for property certified by the Green Mark Scheme. The results suggest that the price premium buyers would be willing to pay for green certification varies within the different levels of the Green Mark Scheme, ranging from 3.78 per cent for the Certified award to 7.98 per cent for the Platinum award. The results thus suggest a strong business case for developers of green buildingsType: journal articleJournal: Urban StudiesVolume: 50Issue: 10
Scopus© Citations 56 -
PublicationWhatever the customer wants, the customer gets? : Exploring the gap between consumer preferences and default electricity products in GermanyIn liberalized electricity markets, residential customers can choose their preferred provider and select among a variety of different electricity products, including green power options. Successful product design and marketing strategies for green electricity may provide electricity providers with a competitive advantage, while at the same time contributing to energy policy objectives. This requires, however, a thorough understanding of customer preferences. We investigate the relative importance of different product attributes in creating customer value, and find that price and electricity mix are the two most important attributes. The German electricity customers we surveyed expressed an implicit willingness to pay a premium of about 16 % for green electricity. We conclude that consumers are willing to pay a significant price premium for an upgrade from the current average German default electricity mix to a more environmentally friendly default electricity mix, and discuss implications for marketing strategy and energy policy. Our findings are based on a dataset of 4968 experimental choices made by 414 German residential consumers, collected in a stated preference survey.Type: journal articleJournal: Energy PolicyVolume: 53Issue: 2
Scopus© Citations 200
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