Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Wiser, Ryan; Olson, Scott; Bird, Lori; Swezey, B.

doi:10.2172/15006909

Cited by 5 publications

(2 citation statements)

References 9 publications

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“…Below we identify and explain the variables that are used in our analysis. (Additional independent variables that were considered, but that are not included in our final analysis, are highlighted in Wiser et al [14]).…”

Section: Variables and Hypothesesmentioning

confidence: 99%

“…The questionnaire contained a range of questions on program design, marketing approaches, and customer response (a copy of the questionnaire can be found in Wiser et al [14]). The questionnaire specifically gathered data on program length, residential and non-residential participation, amount of renewable energy sold, the type of renewable supply used, program cost premiums, types of consumer research and program evaluation performed, different sign-up options available, program marketing efforts, and ancillary benefits offered to residential and non-residential customers.…”

Section: Introductionmentioning

confidence: 99%

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Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Wiser

Olson

Bird

et al. 2005

Energy & Environment

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Utility green pricing programs represent one way in which consumers can voluntarily support the development of renewable energy. The design features and effectiveness of these programs varies considerably. Based on a survey of utility program managers in the United States, this article provides insight into which program features might help maximize both customer participation in green pricing programs and the amount of renewable energy purchased by customers in those programs. We find that program length has a substantial impact on customer participation and purchases; to achieve higher levels of success, utilities will need to remain committed to their product offering for some time. Our findings also suggest that utilities should consider higher renewable energy purchase thresholds for residential customers in order to maximize renewable energy sales. Smaller utilities are found to be more successful than larger utilities, and we find some evidence that providing private benefits to nonresidential participants can enhance success. Interestingly, we find little evidence that the cost of the green pricing product greatly impacts customer participation and renewable energy sales, at least over the narrow range of premiums embedded in our data set, and for the initial set of green power purchasers. Energy Laboratory (NREL) to the program managers of 90 known green pricing programs. Of these 90 programs, four were subsequently found to be no longer active, reducing the potential data pool to 86. After multiple contacts, including phone reminders, we received completed questionnaires for 66 green pricing programs in January 2003, for a response rate of 77%. 5 Utility green pricing programs: a statistical analysis of program effectiveness 49

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Section: Variables and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Wiser

Olson

Bird

et al. 2005

Energy & Environment

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Energy Economics

Sickles¹,

Huntington²

2008

The New Palgrave Dictionary of Economics

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Green Power Marketing in the United States: A Status Report (Fifth Edition)

Bird

Swezey

2000

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For the first time in many decades, consumers are being given a choice of who supplies their electric power and how that power is generated. One of these choices is to support electricity generation from more environmentally beneficial energy sources. The term "green power" generally refers to electricity supplied in whole or in part from renewable energy sources. More than one-third of all U.S. consumers now have an option to purchase some type of green power product, from either their regulated utility provider or in competitive markets. As competition spreads in the electric power industry, more consumers will have this choice. Green power marketing has the potential to expand domestic markets for renewable energy technologies by making renewable electric service available directly to retail consumers. Traditionally, renewable energy development has been limited by the willingness of regulated utilities to invest in these resources on behalf of all customers. Customer choice allows consumers to effect resource decisions in the retail marketplace. In survey after survey, consumers have expressed a preference for cleaner energy and a willingness to pay more, if necessary, for these sources. 1 Twenty-four states and the District of Columbia have enacted legislation or adopted rulemakings to open their power markets to competition. 2 As of July 2000, green power was being competitively marketed to retail customers in five states: California, Connecticut, Maine, New Jersey, and Pennsylvania. The number of utilities with green pricing programs continues to grow and now totals more than 80. The purpose of this report is to provide descriptive information on green power market trends and programs in both competitive and regulated markets. Overview Competitive Markets Green power marketing refers to the sale of green power in competitive markets, where multiple suppliers and service offerings generally exist. As of July 2000, retail consumers can purchase competitively marketed green power in California, New Jersey, and Pennsylvania, and to a lesser extent in some New England states. Green power is also being sold competitively in wholesale power markets in Illinois and New York (Figure 1). California and Pennsylvania have been the most active competitive markets for green power. In Pennsylvania, market rules were established that have encouraged customer switching-as of July 2000, 10% of eligible customers had switched to an alternative supplier. Of these customers, it is estimated that about 15% have switched to a green power marketer. And while the market rules established in California do not encourage customer switching, readily accessible renewable power sources and state-based market incentives have encouraged a large number of companies to sell green power in the market. Because of these incentives, virtually all residential customers that have switched suppliers, and many commercial customers, are receiving green power.

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Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Cited by 5 publications

References 9 publications

Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Utility Green Pricing Programs: A Statistical Analysis of Program Effectiveness

Energy Economics

Green Power Marketing in the United States: A Status Report (Fifth Edition)

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