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

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/129596

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Title: Factors differentiating Green Power Electricity user/non-user status in Australia
Related: Asian journal of business research, Vol. 1, No. 1, (2011), p.80-96
Related: http://www.magscholar.com/ajbr.htm
Publisher: MAG Scholar
Date: 2011
FoR/RFCD Code(s): 150500 Marketing
Author/Creator: Tang, Yiming
Author/Creator: Medhekar, Milind
Description: 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.
Description: 17 page(s)
Subject Keyword: 150500 Marketing
Subject Keyword: Green Power Electricity
Subject Keyword: environmental concern
Subject Keyword: ecologically conscious behaviour
Subject Keyword: Australia
Resource Type: journal article
Organisation: Macquarie University. Macquarie Graduate School of Management

Identifier: http://hdl.handle.net/1959.14/129596
Identifier: ISSN:1178-8933
Identifier: mq-rm-2010001354
Language: eng
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