An analysis of the residential user electricity market and the marketing of green electricity product solutions in the City of Cape Town

Kritzinger, Brian (2009-12)

Thesis (MBA (Business Management)) -- University of Stellenbosch, 2009.

Thesis

AFRIKAANSE OPSOMMING: Hierdie navorsingstudie het ’n telefoniese vraelys behels wat aan die einde van 2007 deur 405 respondente voltooi is. Die doel van die vraelys was om die opinies van ’n verteenwoordigende steekproef Kaapstadse residensiële elektrisiteitsverbruikers te bepaal ten opsigte van kwessies wat verband hou met die opwekking, verkoop en gebruik van hernubare of groen elektrisiteit. Dit is gedoen ten einde ’n ingeligte formulering te kan doen van toepaslike groen elektrisiteitsprodukte vir verkoop aan die residensiële elektrisiteitsmark. Response is op Likert-skale aangedui en is geanaliseer deur middel van nie-parametriese statistiese metodologie. Daar is bevind dat ’n groot proporsie (90.6 persent) van die Kaapstadse verbruikers bewus is van en besorg is oor die huidige klimaats- en omgewingsuitdagings en dat ’n soortgelyke proporsie (86.9 persent) bekommerd is oor die gevaar van aardse verwarming. Daar is ook bevind dat 85.0 persent van respondente gebruik maak van energiebesparende gloeilampies. Daar kon egter geen beduidende verwantskappe gevind word tussen die algemeen-aanvaarbare groener tegnologieë en die verbruikers se bereidheid om meer te betaal vir groen elektrisiteit nie. Daar is bevind dat 61.7 persent van die respondente bereid sou wees om tot 15.4 persent as ’n premie te betaal ten einde groen elektrisiteit te koop. Daar is verder bevind dat van die drie voorgestelde aankoopmetodes, groen notas (green tags) of groen kwitansies vir voorafbetaalde elektrisiteit die mees praktiese is en waarskynlik die mees algemeen aanvaar sal word. Verbruikers verkies om elke keer wat hulle elektrisiteit koop die keuse te kan uitoefen tussen groen elektrisiteit en konvensionele krag en dan is die voorafbetaalde manier van koop die mees geskikte opsie om die aankoop van groen elektrisiteit te bestuur. ENGLISH ABSTRACT: This study comprised of a telephonic questionnaire conducted in late 2007 with 405 respondents. The aim of the questionnaire was to derive the opinions of a representative sample of Cape Town’s residential electricity consumers on matters relating to the generation, sale and use of renewable or green electricity. This was done in order to inform the formulation of appropriate green electricity products for sale into the residential electricity market. Responses were noted on Likert scales and were analysed using nonparametric statistical methodology. It was found that a high proportion (90.6 per cent) of the Capetonian consumers were concerned about the environment and a similarly highly number (86.9 per cent) are concerned about the environmental challenges that are currently faced as a result of global warming. It was found that 85.0 per cent of households in the respondent population currently make use of energy-saving light bulbs. However no significant links could be found between the use of generally-accepted greener technologies and the consumers’ willingness to pay more for green electricity. It was found that 61.7 per cent of the respondents were willing to spend an average of 15.4 per cent more as a premium in order to buy green electricity. It was further found that of the three purchasing methods suggested that green tags, or green receipts for pre-paid electricity were the most practical and the most likely to be widely accepted. Consumers preferred the option of choosing at every purchase whether they opt for green electricity or conventional power and this would be most easily managed via a pre-paid receipt system.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/927
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