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United States

The sticky green market

For the first time in America, electricity customers are being given the opportunity to pick and choose their supplier, thanks to deregulation of the power industry in a few states. The same deregulation has opened the way for electricity to be marketed under a variety of different product descriptions. Wind power is being advertised as a value-added product that costs a little more. So far, however, deregulation has not been a great success-most customers are sticking to the supplier they know. But of those who have switched products, up to half are going for green power.

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