Willingness to Pay for Renewable Electricity: A Review of Utility Market Research: Topical Issues Brief

As competition in the electric utility industry becomes more widespread, utilities are becoming concerned about actions they can take to help ensure the loyalty of their customers. National polls have, for 20 years, found majority preferences for renewable energy over other energy sources. This issue brief compiles and analyzes recent market research conducted by utility companies on customerinterest in, and willingness to pay for, electricity from renewable sources. Increasingly, market research is documenting in utility service territories the same widespread preference for renewables that has been found in national polls for the past 20 years.