Residential consumers in the Cape Peninsula's willingness to pay for premium priced green electricity

►The study explored the drivers of willingness to pay (WTP) a premium for green electricity. ►All the hypothesised drivers of WTP a premium were found to be significant. ►Contrary to some former studies, income was found to be a good predictor of WTP and the pledged premium. ►The quantum of the premium positively correlates with income levels.