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Green Power In Competitive Electricity Markets
CWC Publishing, Oct 2000
The introduction of competition in electricity retailing creates an interesting problem for marketers. Just how does a company distinguish the electrons that it sells from those of the competition? With the increasing public interest in the environment and global warming, some companies are betting that they can succeed in the market because the electricity that they sell is 'greener' than that of their rivals. Others say that a competitive market will be a disaster for the environment because consumers will only want to buy the cheapest, and therefore dirtiest, forms of power available. Green Power is now a real choice for consumers in many parts of the world. This report examines those markets, and looks at the various factors that help and hinder Green Power as a product. Topics covered include: What is Green? - a survey of the available generation technology and how each option is viewed as a 'renewable' resource, both by environmentalists and by governments Green Economics - how competitive are the various forms of renewable generation and what are the prospects for the future? Can they ever hope to match fossil fuels for price? Who is investing in renewables, and why? Establishing a Market - how can electricity markets be structured to assist the growth of demand for Green Power? A look at subsidies, market design, accreditation schemes and other techniques for getting a market going. The Kyoto Effect - what will be the impact of the current interest in energy taxes and emissions trading? Can the 'greenness' of electricity really be a commodity, and of so, what will it be worth? Green Retailing - Is the public really prepared to pay more for Green Power? If so,how should the product be marketed to encourage as many people as possible to buy? Market Experiences - how successful is Green Power as a product in existing competitive markets around the world, and what are the reasons for its successes and failures? Audience: Who should read this report? This report is essential reading for those who need an analysis and clear understanding of: renewable generation economics the role of renewables and green power in electricity market design emissions trading and thecarbon market green certificate markets how to sell green power to the public. The report, published in an easy-to-read format, is essential reading for: electricity marketers regulators and regulatory affairs officers consumer advocates traders wishing to understand 'green' commodities businessmen concerned about energy emissions trading policy makers and lobbyists with an interest the environmentand energy anyone in the renewables and green power industries.
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