Massachusetts’ NSTAR Sets Model for Green Power

In a move lauded by environmental groups nationwide, Massachusetts-based energy firm NSTAR has unveiled an option that will allow customers to buy up to 100% of their electricity from fully renewable energy sources. 

The service, dubbed NSTAR Green and developed with in conjunction with the Union of Concerned Scientists, involves long-term deals with two Northeastern wind farms, and will cost customers a small premium over (around $7 per month) over existing rates. Though the actual service does not take effect until July, over a million of residents in the greater Boston area are already able to pre-register for the program online. 

Much like increased sales of hybrid cars and compact fluorescent light bulbs, this drives another nail into the conventional wisdom that consumers will be unwilling to pay extra for environmentally-friendly products. Feel free to leave comments with your own examples of fast-selling, premium-priced, eco-friendly products.