[The Vector] NREL: Consumer Attitudes About Renewable Energy: Trends and Regional Differences – Continued

…continued from an earlier post…

Since the question was first asked in 2002, NMI has been tracking answers to the question, “I care about the use of renewable energy sources.” Those that completely agree with the statement have trended down from 56% in 2002-2003 to 43% in 2010; those that completely or somewhat agree has trended down from 90% in 2003 to 80% in 2010. However, the numbers evened off between 2009 to 2010, which may have indicated a bottom to the trending.

Power Purchase Options

Choice of renewable power purchase options is a very low awareness category, revealed the survey.

Only 14% of the respondents said they know of an option to buy from their electric company, and only 8% said they had the option to buy renewable power from someone other than the current electric company. There is, in fact, little change in consumer awareness on purchase options since 2006. There is a wide gulf between the number of people who say they care about renewable energy, and those who know they can buy it or have sought it out.

The Midwest had the lowest awareness in this area while the response from Texas was striking.

One-fourth of the consumers are aware of power purchase options there, and Texas markets are one of the most competitive in the U.S.

“If voluntary purchases are to be important to growing the renewable energy market, consumers obviously need to now they have the option of putting their money where their values are,” says the report.

A majority (69%) of consumers said they care about the environment but the purchase is determined mainly by price. Only 26% said they would spend an extra $5 to $20 to have some power come from a renewable source, and only 16% said they would be willing to pay more than $20. In 2006, more than 38% said they would spend an extra $5 to $20 – that category of consumers has consistently declined each year.

Regionally, 29% of those in the West said they would be willing to spend $5 to $20 more each month, while 25% in the South and Northeast said they would be willing, and only 23% in the Midwest said they would.

The report concludes that the renewable energy industry must do a better job of educating consumers, and that there is growth to be had if they are successful in consumer awareness. For instance, if consumers perceived that using renewable energy was not only good for the environment, but also better for their health and better for domestic energy security, they may be more willing to search out the local options to purchase.

The National Renewable Energy Lab (NREL) web site is found here for further information.