Green, Ethical, Non-Nuclear? Environmental Tariffs May Be The Future For Domestic Energy

One in four energy customers is interested in "green" electricity

A new MORI study to mark the final opening of the domestic electricity market shows that 25% of domestic electricity customers, representing 5.7 million households, would be interested in a "green" electricity tariff, even if this means paying a little more than the lowest prices to ensure their electricity comes from renewable sources.

One in eight - 2.8 million households - would be interested in paying a little more than the lowest prices to help subsidise low income customers - an "ethical" energy tariff. Similarly, one in eight would be interested in a non-nuclear tariff - paying a little more to ensure their electricity comes from non-nuclear sources.

This study also examines interest in a range of other options in the competitive energy market, such as paying bills over the internet, access to the internet via the electricity cables, buying your own meter, dual fuel contracts and secondary services, such as insurance and appliance service contracts.

MORI Environmental Research

Technical details

MORI interviewed 2,127 adults aged 15+, including 1,722 domestic bill payers of whom 260 were connected to the internet at home. Fieldwork dates were 21-24 May 1999. Interviewing was conducted by trained MORI interviewers using Computer Assisted Personal Interviewing in 161 systematically-selected sampling points throughout Great Britain. Data are weighted to the GB population profile.