What you could say is that the markets are demanding a lot of renewable energy in Sweden or in Scandinavia. It's popular among the companies in Sweden to buy renewable energy, which means they are prepared to pay a little more than they do traditionally, and then use it in the marketing of the company. So it's a way of living by example from the company. All environmental aspects are a big issue in Scandinavia these days, so a good company uses renewable energy and uses that in its marketing. So they are prepared to pay some more for it.
On April 23rd, 2009. See this statement in context.