3 energy efficiency 27 product awareness 57 customer satisfaction 74 market share 69 program participation 82 10 1 02 potential 72 consumer confidence 46 brand recognition savings transformation 88 adv research into action inc po box 12312 portland oregon 97212 503 287 9136 www researchintoaction com presented by jane s peters ph d what is motivating residential green power purchasers october 2002 2 overview inklings of an idea california nrel possible theories motivation and change recent studies wisconsin tva national study changing marketing message for acknowledgements 1998 epa landfill gas focus groups held at sacramento municipal utility district smud has greenergy sm customers if i don t do it who will seems important to take the first step other why should everyone else isn think be same 4 behind wtp barbara farhar 1999 documented high willingness pay renewable average 70 willing 5 per month additional across 12 different
