In this study we bring the dual role of individuals as citizens and as consumers to the foreground when considering investments in wind energy. To this end, we use two different settings in a stated choice experiment to elicit household preferences: one based on the decision to buy a home with particular characteristics in the neighborhood of a wind farm and one based on the decision to support a policy to locate a wind farm in the respondent’s municipality.
By including three identical attributes to describe the wind farm in both settings, we are able to analyze the impact of identity salience on valuation outcomes. The different settings do seem to trigger a different mindset for the respondents. The home setting triggers a response dominated by private considerations, while the policy setting seems to trigger a more public spirited response. The identity salience has an impact on both estimated willingness to accept wind farms and on respondents’ reported attitudes towards wind energy investments.