| Abstract: | The traditional energy source in Taiwan is facing problems of energy crisis and environmental protection, therefore, promoting alternative energy to maintain economic development is an urgent issue. Understanding consumers? willingness to use alternative energy and the influence factors of their willingness could be served as important reference to the development of alternative energy. Therefore, this study discussed the consumer types of alternative energy their willingness and differences, and the influence factors of their willingness. The suggestions are provided to government, Taiwan Power Company, and private energy developers as references.
The results showed that the consumers willing to use alternative energy could be categorizes into five types, ?selfish departmentalism?, ?optimistic and aggressive?, ?self-centered?, ?optimistic and contented?, and ?empathetic?. The willingness of ?self-centered? consumers is low, that of ?empathetic? and ?optimistic and aggressive? is high. The correlation between the willingness and consumer types is high, and that with demographic variables is low. The influence factors of the willingness include ?I feel that I am responsible for using alternative energy to contribute to the society?, ?I use alternative energy for reason of environmental protection?, ?When the development of alternative energy is not yet mature, the relative cost is high, therefore, I would not choose to use alternative energy?, ?Due to energy crisis and environmental protest, the government should encourage the research and development of alternative energy?, ?Using alternative energy could reduce damage to the environment?, ?I would use alternative energy due to statutory rewards (such as government subsidy)?, ?Using alternative energy could resolve the petroleum crisis.? |
