WILLINGNESS TO PAY (WTP) FOR SOLAR PHOTOVOLTAIC (PV) ENERGY LIGHTING SYSTEMS: THE CASE OF RURAL CHIHUAHUA

This paper presents an analysis of a market survey conducted in rural Chihuahua, Mexico, which looks at consumer views on PV product features and preferences, energy consumption patterns and expenses, and the ability and willingness to pay for energy services in rural areas of Chihuahua not serviced by the electric grid. Results are presented in two forms, a descriptive summary of key variables; and estimated range of willingness to pay for PV systems based on a regression analysis. By including factors such as socioeconomic, demographic, and environmental conditions in the regression models, the underlying behavioral and causal relationship between consumers’ willingness to pay (WTP) for PV systems is further explained.