In the first year of California’s competitive electric market, more than 50 percent of all residential power switches, or about 100,000 households, have been to green power marketers. Power marketers are thus shifting their focus from selling the cheapest electricity to the greenest blend possible!
Public and private organizations are contributing to the shift: Patagonia, Toyota, the City of Santa Monica, and seven Episcopal churches have fueled the green power bandwagon. The result: almost 500 MW of new wind, geothermal, biomass and landfill gas capacity is being added.
In a 1000-person survey conducted by the Yankee Group, 25 percent of respondents said they would select an environmental organization as a power supplier if offered the option. Over half of all utility customers in the U.S. would switch to a green power supplier if offered a 10-15% discount in cost.
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