Consumer demand for 'green power' and energy efficiency

article examines reported willingness to pay for electric utility investments in renewable energy and energy efficiency resources using the results of Deliberative Polls(R) conducted by electric utilities in Texas.(1) Age, education, and salary tend to affect reported willingness to pay for utility investments in these resources. Intensive exposure to information about energy resource issues led to an increase in the number of respondents interested in paying a modest premium to support investments in both renewable energy resources and energy efficiency. However, average reported premiums actually declined following the Polls, as very high outlier responses moved to more reasonable values following the Polls. These results support the contention that informed dialogue about energy alternatives will result in broader interest in providing a modest level of support for these resources. (C) 2002 Elsevier Ltd. All riLyhts reserved.