EPRI Says Customers Will Pay for Reliability.(Brief Article)

At least half of American electricity consumers are willing to buy electricity even at prices 30 percent to 40 percent higher than they presently pay. A new study from EPRI (Electric Power Research Institute) offers insights that could make a difference to energy providers who are having difficulty attracting customers.

"The results of this research paint a fundamentally different picture of the marketplace than most industry commentators have described," says Patricia Garber, lead researcher for the EPRI project. "Customers will pay more, and substantially more, for e