Factors differentiating Green Power Electricity user/non-user status in Australia

Yiming Tang, Milind Medhekar

Research output: Contribution to journalArticle


This study aims to identify factors differentiating users and non-users of GPE (Green Power Electricity) in Australia. The internet-based survey reached audience across Australia. The results show that consumers' environmental concern and ecologically conscious behaviour are key drivers of GPE purchase. Younger consumers are also more likely to be GPE users. Findings of this study bear significant implications for both government policymakers and GPE distributors and/or resellers. This study calls for increased effort in public education - especially of younger people - and in marketing campaigns to raise consumers' awareness of and concern for the environment. Further, it recommends that in order to maximize the adoption of GPE, and promotional campaign of GPE should be combined with other activities to educate the consumers of the benefits and the availability of GPE products and to promote ecologically friendly behaviors.
Original languageEnglish
Pages (from-to)80-96
Number of pages17
JournalAsian journal of business research
Issue number1
Publication statusPublished - 2011


  • Green Power Electricity
  • environmental concern
  • ecologically conscious behaviour
  • Australia

Fingerprint Dive into the research topics of 'Factors differentiating Green Power Electricity user/non-user status in Australia'. Together they form a unique fingerprint.

  • Cite this