Willingness to Pay Finally, we come to the issue of willingness to pay for green energy. One of the clearest findings in the study is that subscribers are willing to pay and they have the means to pay, but they would prefer that everyone share in the cost of clean energy generation. A rate of 2.5 seems to be the optimal rate for maximizing both revenue and the number of subscribers. There are many hints in the data that cost was an issue for both the interested nonsubscribers and the other customers. We found similar results when we analyzed interest in a block rate structure.
Subscription is highest at the lowest rates and steadily declines.
This is a program that is well received by the customers and should be continued. Subscribers are very interested in receiving feedback from the utility about the program. Their subscription is important to them and they want to know that they are doing something worthwhile. The utility should continue to provide information to all customers about the Wind Power Pilot Program and green power in general. This is a theme that must be stressed in recruitment and retention efforts.