Initially, buying green power in competitive retail markets entailed switching electricity service from the incumbent utility to a green power supplier. However, with few exceptions, green power marketers have found it difficult to compete or to persuade customers to switch suppliers. As a remedy, a number of states now require default suppliers (which are often the incumbent distribution utilities) to offer green power options to their customers. These load-serving entities typically provide customers with underlying electricity generation, combined with a choice of several green products offered by competing green power marketers. In addition, several utility suppliers have voluntarily teamed with.
