In recent years, attitude to energy issue have been changed in Iran. The nonrenewable fossil energy and the other hand a steady rise of prices and implementation plans such as “Targeting subsidies” have been forced governments to turn to new energies collection. Adoption and development of appropriate policies and strategies for investment on renewable energies need to analyse of investment advantages on it according to households' willingness to pay. This paper carried out to valuate the investment’s attributes in the renewable energies using a cross sectional data of 250 households and 4518 observations in 2014 from the Khorasan Razavi province and applying the choice experiment and nested logit model. Nested logit model estimation with socio-economic variables showed that age, house's ownership and having car have positive and significant effect on the level of willingness to pay. Also, decreasing air pollution and increasing of employment is worth more for urban households. They have willingness to pay equal 48033 and 34947 Rials per month to air pollution and employment, respectively. On the other hands, they have not value to landscape impacts and have willingness to pay equivalent1669 Rials per month to it. Regard to results, execution of this study as a complete plan in a periodically (3-4 year) in Iran to study of executed policies about renewable energies has suggested.
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