In response to climate change, Germany, like many other countries, has steadily expanded its electricity generation from renewables. Meanwhile, the ongoing trend towards regional products in other sectors raises questions regarding household consumers' preferences for regional electricity tariffs. While a few studies have concluded that regionality is a product attribute consumers prefer, little is known about the factors underlying these preferences. We fill this gap using insights from a choice experiment and additional motivational data from 777 (potential) customers of a municipal energy supplier in Southwest Germany. We determine both respondents' preferences and examine the role of environmental and regional motivations in explaining these preferences using a sophisticated statistical model. Our results show that, on average, the share of regional generation is the second most important attribute after a tariff's price. Notably, consumer preferences for regional electricity are driven by regional rather than environmental motivations. Results on consumer preferences become more nuanced when respondents are assigned to distinct clusters, with three of the five clusters attributing moderate to strong importance to regional electricity generation. Again, above-average regional motivations underpin these preferences. We discuss policy implications arising from these findings.

为了应对气候变化，德国与许多其他国家一样，稳步扩大可再生能源发电。与此同时，其他部门对区域产品的持续趋势引发了有关家庭消费者对区域电价偏好的问题。虽然一些研究得出结论认为区域性是消费者喜欢的产品属性，但对这些偏好背后的因素知之甚少。我们利用来自选择实验的见解和来自德国西南部一家市政能源供应商的 777 名（潜在）客户的额外激励数据来填补这一空白。我们确定了受访者的偏好，并使用复杂的统计模型检查了环境和区域动机在解释这些偏好中的作用。我们的结果表明，平均而言，区域发电的份额是仅次于关税价格的第二重要属性。值得注意的是，消费者对区域电力的偏好是由区域而非环境动机驱动的。当受访者被分配到不同的集群时，消费者偏好的结果变得更加微妙，五个集群中的三个对区域发电的重要性为中度到高度。同样，高于平均水平的区域动机支撑了这些偏好。我们讨论了这些发现产生的政策影响。当受访者被分配到不同的集群时，消费者偏好的结果变得更加微妙，五个集群中的三个对区域发电的重要性为中度到高度。同样，高于平均水平的区域动机支撑了这些偏好。我们讨论了这些发现产生的政策影响。当受访者被分配到不同的集群时，消费者偏好的结果变得更加微妙，五个集群中的三个将区域发电的重要性归因于中度到高度。同样，高于平均水平的区域动机支撑了这些偏好。我们讨论了这些发现产生的政策影响。