Green Power Marketing in Retail Competition: An Early Assessment

Green power marketing--the business of selling electricity products or services based in part on their environmental values--is still in an early stage of development. This Topical Issues Brief presents a summary of early results with green power marketing under retail competition, covering both fully competitive markets and relevant direct access pilot programs. The brief provides an overview ofgreen products that are or were offered, and discusses consumers' interest in these products. Critical issues that will impact the availability and success of green power products under retail competition are highlighted.