A Research model to predict the user/non-user status of green power electricity

Yiming Tang, Milind Medhekar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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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 languageEnglish
Title of host publicationVirtue in marketing
Subtitle of host publicationproceedings of the Academy of Marketing Conference, 6-9 July 2004, University of Gloucestershire Business School
EditorsB. Davies, J. Dermody
Place of PublicationCheltenham, UK
PublisherUniversity of Gloucestershire Business School
Number of pages12
ISBN (Print)9781861741486
Publication statusPublished - 2004
EventAcademy of Marketing Conference (37th : 2004) - Cheltenham, UK
Duration: 6 Jul 20049 Jul 2004


ConferenceAcademy of Marketing Conference (37th : 2004)
CityCheltenham, UK


  • green marketing
  • green power electricity


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