Customers have been inundated and confused with direct mail, telemarketing, print ads and radio and television advertising. Of about 15 suppliers marketing to residential customers, one-third evoke an appeal to environmental values by calling attention to the environment. Some offer energy efficiency tips or power from energy resources that are claimed to be environmentally benign. Green Mountain Energy Partners, Northfield Mountain Energy and Working Assets Green Power. Green Mountain Energy Partners offers predominantly hydro energy from a partnership with Quebec Hydro and states that it is 97.5 percent free of greenhouse gases.
Water is pumped up the mountain at night and flows down during the day to generate low-cost power.
The accuracy of the environmental claims is dubious because they do not tell the full story. The New Hampshire experience shows that steps need to be taken to make green claims credible and useful. There are two related ways to help consumers make rational, informed choices. The first is for state regulators to require disclosure by all suppliers of their energy resource mix. Disclosure could be based on the previous year s or six months record.