Reality Check: Consumers Unlikely to Pay Much More for Green

But at least they have their customers down cold: 31% said none of their ratepayers would pay a dime to fight climate change

clipped from blogs.wsj.com People really don’t want to pay much more each month to stop global warming, regardless of how many movies Al Gore makes. One-third of Deloitte respondents said they’d be prepared to pay “zero” extra to fight global warming. Slightly more, 36%, said they’d cough up 5% more if it meant their juice was emissions-free—5% being what you leave a really lousy waiter. About a quarter of the 1,000 adults Deloitte interviewed said they’d be willing to add 10% or more to their power bill for clean energy. Here’s the bad news: The main climate-change proposal in Congress could add between 11% and 64% to those bills to reduce emissions.