Massachusetts Renewable Energy Trust
650 Telephone Interviews
500 Statewide
Over samples (N= 50 each): Cape,Berkshires,Pioneer Valley
±3.8%
February 2002
When I mention renewable energy/green
power, what specifically comes to mind?
Solar
Green
15%
5%
Natural/Reusable/Alt. energy
7
9
Wind
8
3
Recycling
9
2
Oil/Gas/Fossil fuels
8
1
Nuclear power
4
--
Trees/Wood
3
4
Help/Clean environment
1
8
Other
6
7
32
42
Don’t know
Q5
Renewable
Do you favor or oppose the increased use of
renewable energy?
3% 1% 6%
28%
62%
Strongly favor
Somewhat Oppose
Don't know
Q6
Somewhat favor
Strongly oppose
Have you seen, heard, or read anything
recently about consumer aggregation?
1%
9%
90%
Yes
Q8
No
Don't know
Several organizations in Massachusetts are
planning to organize consumer aggregation
groups, or buying co-ops, to purchase Green
Power more cheaply. Do you favor or oppose this
idea?
11%
4%
32%
6%
47%
Strongly favor
Strongly oppose
Don't know
Q9
Somewhat favor
Somewhat oppose
Please tell me how likely you would be to
purchase Green Power through the following
organizations.
Likelihood Ratio
Your current electric utility
3.23
A non-profit environmental organization 3.04
Q10-17
A non-profit community organization
2.87
Your city or town government
2.28
The Cape Light Compact*
2.00
A private energy company
1.60
A local credit union
0.60
A religious organization
0.31
Would you be willing to pay somewhat more
each month for renewable energy/green
power?
100%
80%
53%
60%
51%
49%
36%
40%
37%
14%
13%
20%
35%
13%
0%
Overall
Q35
Yes
Renewable Green power
energy
No
Not sure
How much more would you be willing to pay
each month if 100% of your electricity was
produced from renewable energy/green power?
50%
41%
39%
38%
Nothing
40%
$0.01-4.99
30%
21
20%
21
16 17
$10-14.99
12
8
10%
2
9 10
8
2
2
0%
Overall
Q36 *If ‘yes’ to Q35
Renewable
energy
$5-9.99
Green power
$15 or more
How much more would you be willing to pay
each month if 50% of your electricity was
produced from renewable energy/green power?
50%
Nothing
40%
33%
30%
35%
33%
25
17
23
19
19
$5-9.99
18
20
20%
$0.01-4.99
20
$10-14.99
10%
5
4
5
0%
Overall
Q37 *If ‘yes’ to Q35
Renewable
energy
Green power
$15 or more
How much more would you be willing to pay
each month if 10% of your electricity was
produced from renewable energy/green power?
50%
Nothing
40%
31%
31%
30%
26
20
21
20%
15
14 16
$0.01-4.99
32%
$5-9.99
16
16
15
14
16
$10-14.99
8
10%
$15 or more
0%
Overall
Q38 *If ‘yes’ to Q35
Renewable
energy
Green power
Do you favor or oppose the increased use of
renewable energy? (pre and post argument)
70%
62%
Strongly
favor
60%
47%
50%
Somewhat
favor
41%
Somewhat
oppose
40%
28%
30%
Strongly
oppose
20%
6%
10%
3%
1%
6%
4% 2%
0%
Pre argument
Q6 & Q32
Post argument
Don't know
If the extra amount you paid for Green Power could
be deducted from your federal and state incomes
taxes as a charitable donation—saving you up to
45%——would you be more inclined to pay extra on
your monthly electric bill for Green Power?
5%
45%
Much more
inclined
25%
Somewhat more
inclined
No difference
25%
Q39
Don't know
The Bottom Line
There is a lack of awareness among the general public in
Massachusetts regarding renewable energy & consumer
aggregation.
Despite this lack of awareness, there is overwhelming support
for the concept of increasing the use of renewable energy.
The “intensity” of consumers’ support for renewable energy is
susceptible to erosion after they are exposed to potential negative
messages – although overall support remains extremely high.
Despite this drop in “strong” favorability, more than half of all
Massachusetts consumers would be willing to pay extra for
renewable energy.