Drivers of green power electricity purchase

Yiming Tang, Milind Medhekar

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

Abstract

This study aims to identify key factors differentiating users from non-users of GPE (Green Power Electricity) in Australia. The results show that consumer’s environmental concern and his/her ecologically conscious behaviour are key drivers of GPE adoption. Younger consumers are also more likely to be GPE users as well. Findings of this study bear significant implications to both governments policy formation and to GPE sellers. It calls for increased effort in public education - especially to younger people - and marketing campaign to raise consumers’ awareness and concern over the environment. Further, it recommends that such a campaign should join hands with other activities promoting ecologically friendly behaviours in order to maximize the adoption of GPE.
Original languageEnglish
Title of host publicationAustralia and New Zealand Marketing Academy Conference 2008
Subtitle of host publicationmarketing : shifting the focus from mainstream to offbeat
EditorsDaniela Spanjaard, Sara Denize, Neeru Sharma
Place of PublicationSydney
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Print)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference (2008) - Sydney
Duration: 1 Dec 20083 Dec 2008

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2008)
CitySydney
Period1/12/083/12/08

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