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 language | English |
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Title of host publication | Australia and New Zealand Marketing Academy Conference 2008 |
Subtitle of host publication | marketing : shifting the focus from mainstream to offbeat |
Editors | Daniela Spanjaard, Sara Denize, Neeru Sharma |
Place of Publication | Sydney |
Publisher | ANZMAC |
Pages | 1-8 |
Number of pages | 8 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference (2008) - Sydney Duration: 1 Dec 2008 → 3 Dec 2008 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2008) |
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City | Sydney |
Period | 1/12/08 → 3/12/08 |