This paper investigates the acceptance of green electricity among Polish residential consumers. Our focus was on the socio-economic and environmental attributes of consumers in terms of their willingness to adopt renewable energy sources (RES) and green electricity tariffs. In particular, this study explores the determinants of adoption by examining consumers’ willingness to pay (WTP) for green electricity, willingness to switch to green electricity tariffs, and willingness to install small-scale generators in the household. The hypotheses were tested empirically with data collected by means of a standardized telephone survey of 502 household electricity consumers in Poland. Most Polish people accept and support the development of RES, but they do not know how to contribute to this process. Their WTP increases with income, education, pro-environmental attitudes, and knowledge. They also care about social influence. To increase the adoption rate of RES among residential consumers, stable legal regulations, clear procedures, subsidies, social campaigns, and educational trainings are needed. We believe that the findings from this study may be valuable for those involved in marketing green electricity offers and for politicians responsible for the increase of the share of renewables in the Polish power system.

This paper analyses the willingness to pay (WTP) for green electricity among residential consumers in Poland, which is the sixth most populous and eighth largest and most dynamic economy in the European Union. The current share of renewable energy sources (RES) in energy consumption is around 13.5% and is expected to increase. To estimate the mean WTP of the residential consumers in Poland, as well as its main determinants, an empirical survey has been conducted and a contingent valuation method has been used. The results obtained indicate that—above all—age, income, environmental attitudes, peer support, but also education and knowledge play the most important role in explaining consumers’ WTP for green electricity. Statistical analyses indicate that the mean WTP of Polish households is currently quite low (additional 3.5 USD per month), which is due to the relatively low GDP per capita, lack of knowledge about green energy and no past experience with green electricity tariffs.