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While the problems about the environmental effects of traditional energy use are growing, Thailand has a rapid response by increasing its renewable energy (RE) policy. Even though Thailand has seen rapid growth in RE, it has been focusing on supporting the producers and not considering the users. In addition, there were few studies on RE receivers in Thailand. To reach sustainable growth and increase the empirical study, this research aims to analyze the socio-economy, electric consumption behavior, attitude, opinions, and cognition of households in Bangkok Metropolitan to willingly pay for RE alternatives in Thailand. A questionnaire survey was carried out for 250 households covering six administrative districts, selected through multistage and stratified sampling techniques. The data were analyzed by descriptive statistics and conditional logit regression. It is found that the overall household in Bangkok still unchanged the status of electricity production based on the findings of socio-economy, behavior, and psychological factors. Considering to pay for RE alternatives, households are willing to pay (WTP) for solar energy at the highest level among other types, and biomass is the least willing to pay when the RE share is expected to reach 40%. These results are relevant for the planning of RE in the metropolitan region and the methodology applicable to other regions for extending RE opportunities to the national level. [ABSTRACT FROM AUTHOR]