WASHINGTON D.C. — The Institute for Energy Research (IER) released today a white paper entitled “Evaluating Voluntary Consumer Adoption of Green Pricing Programs.” The result of the analysis by IER policy experts examines information gathered from 31 utility companies across the nation that offer “opt-in” green pricing initiatives as a way to expand the adoption and utilization of renewable energy sources. IER’s analysis found that customer willingness to pay for Green Pricing Programs is directly correlated with the ability to pay and afford the added costs of a program which offers no immediate tangible benefit in exchange for a promise of future environmental gain. Additional findings include:
