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

    Research output: NRELTechnical Report


    Voluntary consumer decisions to purchase electricity supplied by renewable energy sources represent a powerful market support mechanism for renewable energy development. Beginning in the early 1990s, a small number of U.S. utilities began offering 'green power' options to their customers. Since then, these products have become more prevalent, both from traditional utilities and from marketersoperating in states that have introduced competition into their retail electricity markets. Today, more than half of all U.S. consumers have an option to purchase some type of green power product from a retail electricity provider. Currently, more than 600 utilities, or about 20% of utilities nationally, offer green power programs to customers. These programs allow customers to purchase someportion of their power supply as renewable energy--almost always at a higher price--or to contribute funds for the utility to invest in renewable energy development. The term 'green pricing' is typically used to refer to these utility programs offered in regulated or noncompetitive electricity markets. This report documents green power marketing activities and trends in the United States.
    Original languageAmerican English
    Number of pages60
    StatePublished - 2006

    NREL Publication Number

    • NREL/TP-640-40904


    • consumer response
    • electricity customers
    • energy industry trends
    • green power
    • green power marketing
    • green power products
    • green tags
    • RECS
    • renewable energy certificates
    • renewable energy markets
    • utilities
    • utility green pricing programs
    • voluntary markets


    Dive into the research topics of 'Green Power Marketing in the United States: A Status Report (Ninth Edition)'. Together they form a unique fingerprint.

    Cite this