Consumers’ willingness to pay for green cars: a discrete choice analysis in Italy

This paper investigates consumers’ willingness to pay a premium price for lower CO2 emitting cars in Italy using a discrete choice analysis. The study involves an exploratory survey of 278 potential Italian car buyers. The results provide strong support for the primary hypothesis that consumers are willing to pay more for cleaner vehicles, as expressed by a positive marginal willingness to pay for lower emissions.