A new global study reveals that 85% of consumers want more renewable energy, and 49% are willing to pay more for products made using renewable energy. The survey, performed by TNS Gallup and commissioned by Vestas, asked consumers about their preferences for renewable energy.
Notably, 74% of respondents said they would have a more positive perception of a brand if wind energy were its primary energy source, and 62% of respondents said they would be more willing to buy products from brands that use wind energy.
‘The evidence presented by the surveys is extremely encouraging, clearly showing that consumers are demanding more renewable energy in the grid and are showing a willingness to pay a premium price for products made with renewable energy,’ says Morten Albaek, senior vice president of marketing, communication and corporate relations at Vestas.
The study also found that 45% of the consumers surveyed perceive climate change as one of the top three challenges facing the world today, with 17% saying it is the single greatest challenge.
In addition, Bloomberg New Energy Finance's (BNEF) Corporate Renewable Energy Index Report 2012 (CREX) found that renewable energy is also becoming more favorable to corporations. In 2011, net corporate investment in renewable power capacity outpaced that of fossil-fuel generation ($237 billion for renewables versus $223 billion for additional fossil-fuel generation).
‘The findings of the CREX report show corporations are taking an active role in purchasing their own renewable energy directly,’ notes Michael Liebreich, CEO of BNEF. ‘However, the pace of growth in companies' use of renewable energy will depend on the level of political and regulatory support, and on further progress in the cost-competitiveness of these technologies.’