New technologies—and new expectations—require taking a fresh look at the institutions and practices that have provided reliable electricity for the past century. Collective action is needed to...
Green Power Marketing
Wiser and S. Pickle, Green Marketing, Renewables and Free Riders: Increasing Customer Demand for a Public Good, Lawrence Berkeley National Laboratory: lbnl-40632, Berkeley, Calif., 1997. The report is available free at eande.lbl.gov/EAP/UPP/index.html.
5For a review of green pricing and initial utility efforts to target the green consumer, see K. Baugh, et al. "Green Pricing: Removing the Guesswork," Public Utilities Fortnightly, August 1995.
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