This paper critically examines renewable energy alternatives in developed c
ountries: environmental mechanisms; future energy alternatives,, green elec
tricity marketing and its potential; pricing; and limitations on the eve of
open access. It discusses objectives in electricity restructuring; the rol
e of resources planning in forming long range energy environmental policies
; feasibility of electricity trading mechanisms; green marketing in the Uni
ted States and Australia; green energy offers in Canada; and the results of
green pricing programs in Europe and the United States. It Is based on pre
sentations that were made on Renewable Energy in Developed Countries at the
IEEE PES 1997 Summer Meeting in Berlin by M, Eraser (Canada), S, Conners (
USA), M. Davies (UK), E. Holt (USA), M, Ellis (Austraila), J, Boyer (Canada
), and J, Markard (Germany).
At the outset, the role of existing and planned mechanisms to achieve envir
onmental benefits in restructured electricity markets are reviewed. Technol
ogical and institutional challenges of achieving real, long-term reductions
in carbon dioxide and other emissions from the electric sector are discuss
ed. Factors associated with infrastructure turnover together with technolog
y development and deployment are addressed, where attention is given to pol
icies which promote highly integrated and coordinated reductions in emissio
ns. The paper then focuses on the green pool and trends in power marketing
where status of competitive markets, green pricing programs for franchise c
ustomers, green power products for contestable customers, credibility of gr
een power marketing, and public policy for renewable energy technologies in
competitive markets are discussed.
It then reviews green energy in Ontario on the eve of open access, and show
s there is a market for green energy if customers have a choice. Discussed
are market analyzes and feasibility studies based on customer research, ana
lysis of secondary sources and learning from experiences in US pilot market
s. Results of green pricing programs in Europe and USA obtained by applying
comparable success metering criteria where opinion polls and needs for ren
ewables are discussed. Green pricing additional benefits compared with othe
r programs together with potential and limitations of relying on customer c
hoice to support renewables are also discussed.