Will consumers pay more for environmentally friendly power? In theory, yes. In practice, maybe not.
By BRYAN LEE
The sticker on the window of John Shahabian’s coffee shop in Sacramento, Calif., says it all: “Greenergy.”
The logo tells customers that the store buys its electricity from suppliers that don’t pollute the environment — using wind, sun and water instead of coal or nuclear power.
Mr. Shahabian’s customers like that message — after all, these are some of the same people who voted to shut down the nearby Rancho Seco nuclear power plant more than a decade ago. And he doesn’t mind paying $30 or $40 more each month to the Sacramento Municipal Utility District for the environmentally friendly power. (read entire article)