A Climate for Change

Human Development Report - Croatia 2008 Public Perceptions/ Knowledge about Climate Change^29

2.3.1. Public willingness to pay to reduce

emissions

While the responsibility of a government or business
should not be understated, it is crucial that citizens also
become actively involved. By personally choosing to
change their behaviour and to buy and use environ-
mentally friendly products, the public can contribute to
sustainable development. This is especially important
in countries such as Croatia, where personal consump-
tion accounts for more than a third of total emissions.

Q. 13 - “There are technologies for electricity
production that do not produce greenhouse gases,
such as solar power, wind power, and hydro-electric
power. How much, if anything, is the maximum
amount that you are sure that your household would
be willing to pay, every month, to ensure that your
electricity and heat are produced from sources that do
not emit greenhouse gases?”

Respondents were told that a citizen’s average month-

ly energy bill in Croatia was 500 HRK (EUR 68). When

asked about their readiness to contribute financially to

climate change mitigation, over two-thirds were willing

to pay an additional sum to reduce emissions, by invest-

ing in the use of green technology for their energy. This

is very similar to the percentage of positive responses

(61%) in Croatia in the Eurobarometer survey.^9

Q. 14: “Why are you willing to pay the amount that

you indicated?”

The most important variable that affected respon-

dents’ decisions was their own financial situation. 84%

of those who said they were not willing to pay more

explained that they could not afford the additional

monthly expense.

Responses varied by level of education and region.

Better educated citizens and those from Adriatic Croa-

tia were willing to pay more for green electricity and

heat. The 2008 EU survey, which focused on European

attitudes to climate change,^10 found that cumulatively

44% of people in the EU27 were willing to pay some-

thing extra for their energy to ensure it resulted in

fewer emissions, far fewer than in Croatia. At present,

Croatia’s main energy company, HEP, does not offer

a green electricity package as such. In light of these

results, there may be a demand for electricity or heat

products which come from environmentally friendly

electricity generation, as is increasingly common in

EU markets (e.g. British Gas Zero Carbon tariff ).II

II Market penetration of green tariffs in Europe and US was estimated

to approach 3% in 2008. Datamonitor 2005:24-29, 37-44.

Figure 2-12: Responses to Survey Q. 13

Willing to pay extra to reduce emissions from electricity / heat

EU willingness to pay something

Not willing0 - 20 HRK0 - 30 HRK0 - 50 HRK0 - 70 HRK0 - 90 HRK0 - 110 HRK0 -130 HRK0 - 150 HRK0 - 180 HRK0 - 210 HRK0 - 240 HRK> 240 HRK

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

Over two-thirds

were willing to

pay an additional

sum to reduce

emissions, by

investing in the

use of green

technology for

their energy

28%

68%

55%

43%

25%

19%18%

8% 7% 6% 6% 4% 4%