Most European electricity customers are reluctant to pay a premium for green energy, claim market analysts Datamonitor. New research by Datamonitor finds that 70% of western Europe's electricity users of over 1 GWh are unwilling to buy renewable power if a cheaper conventional alternative is available to them. Of the remaining 30%, most are not prepared to pay more than an extra 5%. The report, "Marketing Green Energy in Europe", analyses the state of the green energy market in each of the main European countries and examines the green offerings of the major players.
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