Abstract
Australia is the highest per capita emitter of carbon dioxide in the world, therefore improving energy conservation efforts is important to Australia’s economic, social and environmental wellbeing. The use of Social Marketing as an intervention mechanism provides a means of affecting the required societal paradigm shift to enhance energy conservation. This paper focuses on the application of market segmentation to social marketing as a potential motivator to electricity conservation efforts in the context of residential New South Wales (NSW), Australia.
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