WILLINGNESS TO PAY FOR GREEN ENERGY DEVELOPMENT: A CASE OF GEORGIA

Abstract

The transition to green energy is considered a necessary condition for sustainable and inclusive development. In this regard, it is necessary to intensify the efforts of the entire society. Household decisions are particularly important as they are the end users of green transformation and have the power to facilitate or hinder the process. The purpose of the study is to identify the awareness and willingness of households to participate in green transformation in Georgia. A study of the willingness and amount of payment for the development of green electricity was chosen as a specific tool. The survey results show that out of 508 data collected, 67.7% of respondents are willing to pay an additional monthly fee along with their existing electricity bill and average WTP value was GEL 15.86 (approx. $6) per month. Based on the results of the research, policy recommendations for the development of green energy were developed, among which the activities of the media and the government implementation of mass propaganda activities are of particular importance.