Abstract
In this paper, a research model and a list of hypotheses are developed to study the various factors affecting the choice between user and nonuser status of green power electricity (GPE) in Australia. Factors to be examined in this study include ecological concern and behaviour, consumer values, perceived consumer effectiveness in dealing with environmental issues, subjective norms, consumer knowledge of GPE, willingness to pay premiums, and consumer demographics.
| Original language | English |
|---|---|
| Title of host publication | Virtue in marketing |
| Subtitle of host publication | proceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School |
| Editors | B. Davies, J. Dermody |
| Place of Publication | Cheltenham, UK |
| Publisher | University of Gloucestershire Business School |
| Pages | 1-12 |
| Number of pages | 12 |
| ISBN (Print) | 9781861741486 |
| Publication status | Published - 2004 |
| Event | Academy of Marketing Conference (37th : 2004) - Cheltenham, UK Duration: 6 Jul 2004 → 9 Jul 2004 |
Conference
| Conference | Academy of Marketing Conference (37th : 2004) |
|---|---|
| City | Cheltenham, UK |
| Period | 6/07/04 → 9/07/04 |
Keywords
- green marketing
- green power electricity