Personal interviews were conducted with 24 of the business participants, including some on the waiting list. Most interviews were conducted in person and the rest by telephone between August 5-8 and between August 27-29, 1996. Each interview lasted from ten to twenty minutes.

We asked the participants a series of questions. (See Appendix A.) These questions, however, served as a guide rather than a script. Depending on the interest, time and attention of the respondent, some questions were explored in more detail or were shortened. For example, in a few retail stores, the owners interrupted to help customers and had little time to converse. Other participants were pleased to reflect on what they were doing and seemed to enjoy talking philosophically about clean energy and the environment in general.

The interviews were conducted by Ed Holt of Ed Holt & Associates with support from Steve Smiley of Bay Energy Services, a consultant who helped plan and implement the Traverse City green rate program. In addition to the interviews, the participating customers' past bills were checked to estimate the incremental cost per month that each participant pays.

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