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▼Abstract
One positive aspect of electricity market restructuring has been the expansion of green power marketing -- the sale of renewable-energy electricity products derived from geothermal, wind, biomass, hydropower, and solar sources. This report focuses on green power marketing and the choice of provider and product in competitive retail markets. It presents lessons learned in green power marketing and guidance for future development, with emphasis on the role of customer switching behavior and renewable-energy subsidies.
▼ Keywords
Biomass
Customer Attitudes
Customers
Marketing
Renewable Resources
Competition
-CONTENTS-
1. Introduction
2. Competitive Markets and Green Power
3. Retail Competition Pilot Programs
4. Market Players
5. Green Product Summary
6. Marketing and Advertising
7. Disclosure, Certification and Product Ratings
8. Market Rules and Green Power Policies
9. Overall Assessment
10. Conclusions and Lessons Learned.
11. References
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