Customer Choice Programs to Reduce Energy Use
for growth in renewable energy supply.
In 2007, total utility green power sales exceeded 4.5 billion kilowatt-hours (kWh), about a 20% increase over 2006. Approximately 600,000 customers are participating in utility customer choice programs nationwide.
Green Power Marketing Industry
Utility green pricing programs are one segment of a larger green power marketing industry that counts Fortune 500 companies, government agencies and colleges and universities among its customers, and helps support more than 3,000 MW of new renewable electricity generation capacity.Green Marketing Tips
NREL analysts attribute the success of many programs to persistence in marketing and creative marketing strategies, including in some cases, utility partnerships with independent green power marketers. In addition, the rate premium that customers pay for green power continues to drop.NREL performs analyses of green power market trends and is funded by DOE’s Office of Energy Efficiency and Renewable Energy.
NREL is the U.S. Department of Energy's primary national laboratory for renewable energy and energy efficiency research and development. NREL is operated for DOE by Midwest Research Institute and Battelle.
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