If A Rational Consumer Could Choose His Own Utility Function, Would He Choose to "Go Green"?

This paper utilizes Rational Choice Theory to examine preference dynamics characterizing the average rational electric energy consumer. It focuses on determining whether the average electric energy consumer faced with a defined choice set which reflects a utility function for "green" and carbon based electricity, would ordinarily choose to "go green" given the relative prices of the two electric energy alternatives. A Utility theory based model and logistic regression model developed and tested using actual carbon based electric energy prices indicates that all things being equal, the odds of choosing to "go green" for the average rational electric energy consumer who subscribes to some defined assumptions, tend to decrease at a every dollar increase in price per kilowatt hour of electric energy. [ABSTRACT FROM AUTHOR]