We study the valuation of preferences for small scale initiatives in renewable electricity generation. We analyse the results of a stated choice experiment among 507 respondents in The Netherlands and provide valuations of characteristics of small scale initiatives. Respondents prefer installing the capacity in small to medium sized groups and their preferred location for the generation capacity is at sea, followed by their own roofs. People that already consume green electricity, as well as those that have indicated to be willing to generate energy locally, are less price sensitive than others. Our results suggest that there is ample scope for expanding the role of micro-generation. (C) 2014 Elsevier Ltd. All rights reserved.