A Majority Of Consumers Want Businesses To Increase
Use of Renewable Energy
06.24.09, 10:31 AM EDT
- Four out of
five U.S. consumers support clean energy and 55 percent want companies to
increase their use of renewable energy, according to a joint study released
today by Natural Marketing Institute and Green-e(R) Marketplace, a program
of the nonprofit Center for Resource Solutions (CRS). In the report,
Unlocking the Power of Renewable Energy Certification to Build Credibility
with Consumers, the majority of the 4,000 Americans surveyed agreed that
businesses should reduce greenhouse gas emissions and that they are more
likely to purchase products bearing a seal that proves corporate
sustainability commitments, like buying or using renewable energy. The study
also found that 60% of consumers want claims to be endorsed by a third
party, and most prefer that the third party be a nonprofit organization.
"With more than half of consumers calling for businesses to use renewable
energy, businesses can build consumer demand with highly regarded
certification marks from trusted organizations," said Gwynne Rogers, LOHAS
business director at The Natural Marketing Institute. "For renewable energy
use, Green-e Marketplace fills this role. The Green-e certification process
is known for delivering quality renewable energy which helps protect
companies from greenwashing claims."
Green-e Marketplace is the only program that certifies the use or purchase
of renewable energy and associated claims by businesses, non-profit
organizations, events, educational institutions and government agencies.
Participating organizations must use a qualifying amount of renewable energy
in their day-to-day operations to meet program requirements. The Green-e(R)
logo can be displayed on corporate and marketing materials and select
products that use 100% Green-e Certified renewable energy in the
manufacturing process. Over 230 consumer products currently display the
Green-e logo.
Rogers continued, "Displaying the Green-e logo is one of the most effective
ways for companies to demonstrate their use of renewable power to consumers,
and our study shows over 20 percent of consumers are familiar with the
Green-e logo."
The study's findings were released on the heels of exponential growth in the
voluntary market for renewable energy. In 2008, U.S. organizations
voluntarily purchased a record over 11 million MWh of Green-e Energy
Certified renewable energy. As U.S. businesses' voluntary purchases continue
to grow, outpacing mandated renewable portfolio standards, certification of
renewable energy is increasingly important for building credibility and
consumer trust. Green-e Energy certifies renewable energy products to ensure
that the power generation occurs to meet voluntary demand and prevents
double counting of the environmental attributes. With Green-e certifying
over two-thirds of the renewable energy sold in the U.S. voluntary market
today, it is a trusted choice and the only certification of its kind.
Purchases of Green-e Energy Certified renewable energy allows buildings to
earn points toward their U.S. Green Building Council LEED certification and
aligns with the U.S. Environmental Protection Agency's Green Power
Partnership requirements.
"Increasingly, the public is questioning green claims made in the consumer
marketplace. But, as indicated by recent Congressional hearings into green
marketing practices, there is a clear and positive recognition of the
benefits for businesses of relying on independent certification and labeling
programs with proven standards, such as Green-e," according to Arthur
O'Donnell, executive director of CRS.
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