To get people to switch to green energy. . . make the switch for them
An opt-out rather than opt-in model for renewable power programs yields high participation with few downsides
March 16, 2021
When utilities automatically enroll customers in a green energy package, at least 80% of households will stick with it after several years even if it is slightly more expensive than electricity from conventional sources, a new study reveals.
Past research has shown that people will initially accept these so-called ‘green energy default’ programs. But there was little understanding of how such programs fare over the longer term, or whether they would have unwelcome knock-on effects such as increased energy use. Studies also hadn’t tested whether the programs would be accepted by business customers, who might be more concerned with the bottom line.