The study's objective is to investigate the willingness of consumers to pay for alternate fuel sources, such as fixed charge electricity connections, in the Neelum district of Azad Jammu and Kashmir, Pakistan. The data was collected through a survey using questionnaires from four villages in the Neelum district in 2018. Questionnaires were collected from three hundred and fifteen household representatives, out of which two hundred and twenty-five questionnaires were selected. Thirty questionnaires were excluded as household representatives were not permanently residing in the area. Neelum district of Azad Jammu and Kashmir is blessed with natural resources such as forest, water, minerals, etc. Households generally use wood as a fuel source. Using exploratory analysis and a binary logistic model, the study revealed that consumers with higher income and expenditure on fuel are more inclined to pay for fixed charged electricity connections. Furthermore, households with a high level of education were also ready to pay for fixed charged electricity connections. We also concluded that old and young consumers have almost the same preferences. Government should initiate awareness campaigns to educate residents about the conservation and protection of the forest.
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