Customer Choice and Green Power Marketing: A Critical Review and Analysis of Experience to Date

摘要

This article explores whether and to what extent individuals are willing to voluntarily pay a premium for products that provide public environmental benefits. In particular, we critically review and analyze the status and impacts of U.S. green power marketing to date. Green power marketing-the business of selling electricity products distinguished by their environmental attributes-seeks to develop a private market fgor renewable energy driven by consumer demand for green products.