The influence of national cultures on preferences and willingness to pay for renewable energy in Developing countries: A meta-analysis

Many developing nations are among the most vulnerable to the impact of global warming, and they suffer from frequent electricity outages and inadequate access to electricity supply. To improve energy security and ensure a sustainable future, governments in developing nations design various policies to expand renewable energy targets. Understanding public preferences towards renewables is a vital step in formulating effective policies. This study provides the first comprehensive synthesis of consumers’ preferences and willingness to pay for green electricity and examine the effect of cultural dimensions and other factors on willingness to pay by conducting a meta-analysis of 883 estimates reported in 98 studies from 29 developing countries. The findings indicate that societies characterised by greater uncertainty avoidance are less likely to support renewables. Electricity generated from solar energy is favoured over that from other renewables. Further, green electricity is classified as a normal good, and estimates of willingness to pay rise with increasing latitudinal positions. • Consumers from greater uncertainty avoidance culture have a lower WTP for green electricity • Consumers in developing countries extend stronger support for solar energy than other renewables. • Wealthier households are willing to pay a higher price for green electricity • The estimates of WTP for green electricity rises with increasing latitudinal positions. • Citizens in countries with higher CO 2 emissions value less green electricity