(NBC News) On the heels of the EPA's announcement this week about reducing pollution at power plants, there's a new study that shows other businesses are being forced to go green.
This time, however, instead of being forced by government regulations, businesses are giving in to the will of consumers.
A study by Deloitte backs up the claim that it's not just the government demanding other alternative energy sources like solar.
"What's really changed in the alternative energy sector is consumers' support for alternative energy," said Marlene Motyaka who works with the Deloitte Center for Energy Solutions.
This study shows that consumer interest in alternative energy grew out of the recession when consumers were also looking for cheaper ways to generate power leading to concepts like wind and solar energy.
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