;In order to reduce greenhouse gas emission and save energy consumption, worldwide governments prefer to draft a Law or Policy to ban to use incandescent and encourage consumers adopting energy-efficiency lighting. LED light bulb have benefits of higher light output efficiency and lower energy consumption than incandescent, do not contain mercury inside as well and can reduce pollution to environment, but current penetration rate is still low. So this research is using online survey in Taiwan and examines what factors does affect consumer’s WTP for LED bulb. Proceed data statistics and analysis, then proceed regression with OLS model and Tobit Model for first hypothetic question to analyze and predict consumer’s WTP(wtp11) for current 11W LED bulb and it’s related factors. Then proceed regression with Probit model for second hypothetic question to analyze which factors will impact consumer’s willing to pay extra cost on those 11W LED bulb which light output improved and being equivalent to 24W CFLs. Finally, proceed regression with OLS model and Heckman model for second hypothetic question to analyze and predict consumer’s WTP(wtp22).
The result in this research is the higher perception ( Brightness, CRI, Product Life, Energy efficiency …..) of LED light bulb, consumers in Taiwan will have higher willing to pay to LED bulb. Larger living space, higher total family income and higher electricity consumption in summer to consumers, will have higher willing to pay to LED bulb. And if the LED bulb is higher energy-efficiency or higher light output or consumers feel more satisfaction on LED bulb, consumers will have higher WTP to LED bulb.
