Andrea Tallett Posted over 3 years ago Why has "green consumption" of sustainable products (e.g. Whole Foods, Toyota Prius) not permeated electricity consumption? Great questions! The key driver of renewable energy consumption remains cost. The future price of sources of the renewable resources is known—nothing. The sun is free. Wind is free. Therefore, as mass market develops and technology improves, solar cells, for instance, will get less expensive. However, lack of actual carbon price on fossil fuels keeps the cost of fossil fuels relatively lower and prevents the much anticipated takeoff of renewable energy.