ABSTRACT
The formation of a green identity and self-evaluation by a consumer as well as by a provider may be consciously done. Ecological modernization theories mostly deal with macro level questions, for example how greening politics introduce new policies in enterprises and a supply of products and services which take environmental aspects into consideration. The conspicuous nature of wind power, with its highly visible windmills, makes it efficient in boosting the green identity of energy providers. In the Netherlands, the product of green electricity was initially received with scepticism, especially among the environmental and consumer coalitions. The individual versus the collective can be interpreted in parallel with anonymity and feedback towards a green social identity in the waste sector. Green social identity, finally, emerges in cases where informal and formal, political efforts have an essential role to play in developing and implementing product and tariff differentiation.
