Profile of users and non-users of green power electricity: a pilot study

Yiming Tang, Milind Medhekar

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


Green Power Electricity (GPE) as an environmentally friendly product has not been researched well from consumer behaviour angle in the past. As a part of a major study, pilot study was conducted to explore the hunch of the researchers that awareness and up-take of GPE is very low in Australia. The results indicate that this hunch is valid and detailed study is necessary to find out the differences between users and non-users of GPE so that the marketing programs for GPE can be fine-tuned for its promotion. The pilot study also validated some of the variables to be used in the proposed model.
Original languageEnglish
Title of host publicationANZMAC 2005
Subtitle of host publicationconference proceedings : broadening the boundaries
EditorsSharon Purchase
Place of PublicationFremantle, WA
Number of pages8
ISBN (Print)064645546X
Publication statusPublished - 2005
EventAustralian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA
Duration: 5 Dec 20057 Dec 2005


ConferenceAustralian and New Zealand Marketing Academy Conference (2005)
CityFremantle, WA


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