Public Goods and Private Interests: Understanding Non-Residential Demand for Green Power

This article presents the results of the first large-scale mail survey of non-residential green power customers in the United States. The survey explored the motivations, attitudes, and experiences of 464 business, non-profit, and public-sector customers that have voluntarily opted to purchase– and frequently pay a premium for – renewable electricity. Results of this study should be of value to marketers interested in targeting these customer segments, to policymakers interested in fostering and understanding non-residential demand for green power, and to academics pondering the motivations for firms to engage in such voluntary environmental initiatives.