Value orientation and framing as determinants of stated willingness to pay for eco-labeled electricity

In the context of a survey, an experiment examined how egoistic, altruistic, and biospheric framing of consequences influence stated willingness to pay (SWTP) for eco-labeled electricity. The results for a random sample of 476 Swedish residents showed that SWTP decreases linearly with size of the surcharge for eco-labeled electricity, that SWPT is higher for biospheric framing than for altruistic and egoistic framing, and that SWPT does not differ for altruistic and egoistic framing. A higher SWPT is also observed for individuals with a self-transcendence value orientation than for individuals with a self-enhancement value orientation.