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What is Light Green?
Early Adopters / Light Greens — Early adopters of clean distributed electrical generation share many of the same characteristics of conventional early adopters. They’re imaginative, forward thinkers who pride themselves on being “out of the box.” Highly individualistic, they are comfortable making a purchase based on their own evaluation of a technology’s benefit without supporting references from other buyers. In the clean distributed electrical generation market, these buyers can be characterized as light greens.
Light greens care about the environment, but don’t expect to make big sacrifices of comfort or convenience for it because they see individual values to be at least as important as social values. Because they’re imaginative and forward thinkers, they are comfortable making purchase decisions based on perceived future benefits of a clean technology even if those benefits are not immediately or easily quantifiable.
Light greens do care about price, but only to the extent that it
meets their subjective sense of what is appropriate in light of a
technology’s benefits. Light greens are now the primary drivers of
market growth in the US solar distributed electrical generation market and in the rapidly growing
renewable energy credits
market.
Source: Arno Harris.com
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