Data from a new IBM survey reveals we as consumers would be willing to pay more for environmentally friendly energy options if more information could be made available to educate us. The results of this survey, titled "Plugging in the Consumer: Innovating utility business models for the future," drew its results from consumers in developed nations.

IBM concluded 2/3 of those asked said they'd be more willing to pay a higher premium for these types of options if it could be shown to definitely lower emissions of greenhouse gases. Consumers, said Big Blue, want more of an active hand in energy decision making. Consumers have some footwork to do though in moving towards being more mindful of their energy choices. Only a small percentage globally have taken a hard look at their personal environmental impact. This is coupled with not being able to or not knowing how to choose an electric or gas utility provider which cannot meet their energy desires.

It was also noted by IBM that "the promise of reduced energy costs would impact how and when consumers heat and cool their homes, do their laundry and cook their meals." This, plus the desire to see a positive environmental impact from changes, are thrusting consumers into what is being called a "plug in" role in which we more actively engage in choosing the energy we use and how it effects the world around us.

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