This study investigated consumer perceptions of the factors that affect the preference for progressive and time-of-use(ToU) tariff. The results of the perception survey showed that the predictability of cost and the effect of reducing peak load were significantly higher in ToU tariff, while the cost burden and the incentive for electricity saving were significantly higher in progressive tariff. Additionally, the income redistribution effect of progressive tariff plans was significantly lower than “moderate”. The moderating effects of usage amount and ethical identity for consumers' perceptions showed that perceptions are affected not only by the objective characteristics of the tariffs, but also by their understanding of how the characteristics are related to social welfare. Next, the analysis of the factors affecting tariff preferences showed that the predictability of tariffs and the cost burden, which are related to personal benefits, did not significantly affect preferences, while the incentive for electricity saving, the income redistribution effect, and the reduction of peak load, which are related to social benefits, had a significant effect. Additionally, it was found that each factor had a more sensitive impact on preferences in consumers with low usage and high eth...