Europeans "willing to pay for green energy"

Consultancy predicts dramatic increase in labelled green energy market by 2005

Public interest in green energy schemes is mushrooming in European countries, according to a survey carried out by international market research firm Datamonitor. Over 60% of German and Swedish households said they would pay up to 2 per cent extra for energy generated from renewable sources. In the UK, almost 55% of households said they would pay such a premium. The report claims that willingness to pay extra is not related to earnings.

Reviewing the current status of green energy in Europe, Datamonitor says the largest markets are Germany and the Netherlands, where 230,000 and 144,000 households respectively already pay more for renewable energy.

Based on interviews with energy suppliers, Datamonitor predicts further substantial growth in green energy to 2005, particularly in Germany, the Netherlands, the UK and Sweden. The German market is expected to grow to 650,000 households and the Dutch market to 400,000, while improved marketing is expected to transform the UK market from 11,000 households currently to 250,000 by 2005.

Follow Up:
Datamonitor Europe, tel: +44 20 76 75 70 00; brochure for Marketing Green Energy in Europe. The report costs UK£1,000.

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