Abstract
Australia is the highest per capita emitter of carbon dioxide in the world, therefore improving energy conservation efforts is important to Australia~s economic, social and environmental wellbeing. The use of Social Marketing as an intervention mechanism provides a means of affecting the required societal paradigm shift to enhance energy conservation. This paper focuses on the application of market segmentation to social marketing as a potential motivator to electricity conservation efforts in the context of residential New South Wales (NSW), Australia.
| Original language | English |
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| Title of host publication | Proceedings of the 2009 World Marketing Congress |
| Subtitle of host publication | Marketing in Transition : Scarcity, Globalism, & Sustainability |
| Place of Publication | Oslo, Norway |
| Publisher | Academy of Marketing Science |
| Pages | 1-5 |
| Number of pages | 5 |
| Publication status | Published - 2009 |
| Event | Biennial World Marketing Conference (14th : 2009) - Oslo Duration: 22 Jul 2009 → 25 Jul 2009 |
Conference
| Conference | Biennial World Marketing Conference (14th : 2009) |
|---|---|
| City | Oslo |
| Period | 22/07/09 → 25/07/09 |
Keywords
- Social Marketing
- Electricity Conservation