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Product Abstract

Seventh National Green Power Marketing Conference: Expanding Markets Through Innovation

Product ID:1004318
Date Published:29-Sep-2003
Sector Name:Environment
Document Type:Technical Results
Price:No Charge

This Product is publicly available

   127.08 MB - Adobe PDF (.pdf)

More than 300 electric utility companies offer green pricing, a practice that allows customers to purchase electricity generated from renewable energy sources, generally at a premium to the standard electricity rate. In a number of states that have deregulated the energy marketplace, consumers can choose green power products from alternative suppliers. Consumers nationwide also can purchase renewable energy certificates (RECs), which represent proof that a unit of electricity—for example, one megawatt-hour—has been generated from a renewable energy facility. This conference was the seventh in a series of national conferences for current and prospective participants in green-pricing programs and green-power marketing.


A national forum for new ideas, best practices, and program results in green-power markets, this and the preceding six conferences have provided an opportunity for participant collaboration leading to operational excellence throughout the green power market industry. This conference reviewed the status of the green power marketing industry and explored innovative ways of designing green power products and marketing them to customers. The conference theme was "Expanding Markets Through Innovation."


The Seventh National Green Power Marketing Conference was held in Washington, D.C., from September 30 to October 2, 2002. The U.S. Department of Energy (DOE), EPRI, the U.S. Environmental Protection Agency (EPA), the Alliance of Energy Suppliers, and the Center for Resource Solutions were conference organizers. General conference sponsorship was provided by Platts Research and Consulting/E Source, Green Mountain Energy Company, and XENERGY, Inc.


The conference included the following themes and topics:

• A wide gap remains between the number of people who say they would buy green power and the number that actually do. Utilities and marketers must develop more effective methods of targeting customers and communicating product availability and benefits.

• Electricity markets are beginning to recognize other economic values associated with renewable energy development such as fuel-price stability, local economic development, increased energy security, and environmental attributes. However, the green power industry still needs to do a better job of integrating these values into business transactions, such as selling green power as a price hedge for customers.

• Utilities are beginning to explore collaborations with established green power marketers to take advantage of their marketing experience, and the early evidence is that these partnerships are working well.

• State and federal energy policies can provide important stimuli to the green power market. These stimuli include policies such as tax credits and renewable energy funds that reduce the cost of renewable energy in the market and policies such as renewable portfolio standards that increase renewable energy supplies. A growing number of states and cities also have committed to purchase significant amounts of their electricity as green power. Future environmental legislation may create additional values for renewable energy in the electricity marketplace.

• RECs sales are becoming the predominant green power marketing mechanism and are providing a market outlet for significant amounts of new renewable energy development. The increasing availability of RECs products is catalyzing major deals between green power marketers and businesses, government agencies, and institutional customers. For these customers, marketers should stress value rather than cost.

• Though the green power market continues to grow across the country, the move to competitive markets has stalled as several states either delayed or repealed their electricity restructuring laws in the aftermath of the power crisis that hit California and other western states in 2000 and 2001.

EPRI Perspective

As the number of regulated utility green-pricing programs continues to grow and competitive marketing strategies mature, it is increasingly clear that customer preference for renewable sources of electricity will be a major factor in the new energy marketplace. Green power is a market-driven product developed to meet expressed customer preference for electricity derived from renewable sources such as solar, wind, biomass, and geothermal power. Studies and growing market experience consistently show that informed energy consumers will consider more than price in making purchasing decisions. This conference explored what needs to be done to reach these consumers. Previous National Green Power Conferences are documented in EPRI reports TR-109179, TR-112315, TR-114878, 1004649, and 1004043.

2003 Program 84   Renewable Energy Economics and Technology Status
  • Marketing
  • Customer Attitudes
  • Renewable Resources

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