What’s Going On
Voluntary clean energy purchase rates for individuals are still low despite 64% of Americans (along with large majorities of Black or African American and Hispanic people) believing that people should choose a green energy provider because it’s the right thing to do. We also find that people don’t feel confident in their ability to purchase clean energy, ranking second to last in self-efficacy for all the behaviors we studied. And since it is intangible, it’s hard for prospective customers to see that others are buying clean energy: 42% of our survey respondents reported thinking that nobody else was buying clean energy.
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