These principles will also help consumers and the media sort through the claims to find the substance. These newer, less-established industries will be most vulnerable in competitive markets and can most benefit from consumer support. Consumer purchases of electricity from these plants do not foster any meaningful change in the electric system, and therefore do not further reduce pollution, because the plants are likely to operate regardless of the purchase. Marketing these types of renewable resources takes away support from renewables that have not yet found a buyer. Third, it is unfair to penalize early investors in renewable energy by classifying their product as somehow inferior.
Markets work effectively by rewarding the lowest-cost producers of products that consumers prefer.
Both existing and new entrants must compete in this new market. AWEA, formed in 1974, is the national trade association of the U.S. wind energy industry. The association's membership of more than 700 includes turbine manufacturers, wind project developers, utilities, academicians, and interested individuals from 49 states.