Could Electricity Be a Lifestyle Choice?

clipped from cityroom.blogs.nytimes.com Could Electricity Be a Lifestyle Choice? By JENNIFER 8. LEE Green Mountain Energy Green Mountain Energy, one of dozens of energy suppliers in New York City, is beginning an advertising campaign for its renewable energy products. Could there be a Whole Foods of electricity? Green Mountain Energy hopes so. The company, which sells wind and water power, has entered the New York City market and is trying to persuade Con Edison customers to switch over to its products. A number of electricity providers have offered renewable energy options in the decade since New York State deregulated its electricity market in 1998, but Green Mountain is the first to claim to be entirely green. The company, based in Austin, Tex., has not been without controversy. It is beginning a campaign to convince people that their choice of electricity vendors can reflect their judgment as much as the car or the food they choose.