(1) A utility may: (a) purchase conservation from a person or private firm; or (b) directly engage in conservation investments. (2) The conservation purchases or investments provided for in subsection (1) are subject to approval by the commission. (3) Cost-effective conservation measures approved by the commission may, at the customer's discretion, be installed by: (a) a person or a private firm; (b) the customer; or (c) the utility.