Can social marketing initiatives increase household electricity conservation?

David M. Gray, Belinda Bean

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


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 languageEnglish
Title of host publicationProceedings of the 2009 World Marketing Congress
Subtitle of host publicationMarketing in Transition : Scarcity, Globalism, & Sustainability
Place of PublicationOslo, Norway
PublisherAcademy of Marketing Science
Number of pages5
Publication statusPublished - 2009
EventBiennial World Marketing Conference (14th : 2009) - Oslo
Duration: 22 Jul 200925 Jul 2009


ConferenceBiennial World Marketing Conference (14th : 2009)


  • Social Marketing
  • Electricity Conservation


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