Green power marketing : fasten your seat belt, the ride has begun

A review of the status of the renewable energy markets in California was provided. Public response in California has been very favourable to 'green' power. Approximately 50 per cent of residential consumers have chosen a green product. Only one marketer is actively offering a non-green product. The major players in the California green market are Enron Wind Development Corp, PG and E Energy Services, Edison Source, and Green Mountain Energy Resources. A 1.5 cents per kWh green product credit rebated by the Public Utilities Commission through 1999 has been a useful marketing tool. A comparison was made between the California green market and the green market in Pennsylvania. Green market opportunities for Massachusetts, Arizona, and New York were also briefly reviewed. To make successful inroads into the energy market with green energy the following conditions are considered essential: choice for all consumers, meaningful affiliate standards, unbundling of revenue cycle services, no artificial barriers to entry, shopping credit, customer education and reasonable, meaningful disclosure protocols