Factors influencing green energy consumer behaviour in Australia

Abstract

This research explores the factors influencing green energy consumer behaviour in Australia by examining Australian consumers' attitudes towards green energy from the Green Perceived Value (GPV) perspective, which integrates functional, emotional, conditional, and social dimensions. The data was collected through a survey of 380 participants on Amazon Mechanical Turk. This study employs factor analysis and structural equation modelling to report positive attitudes towards green energy. The positive perception is notably centred on its practical benefits, superior quality, and environmental advantages. These findings suggest that marketing strategies should highlight green energy's functional and environmental benefits to encourage consumer adoption. The study underscores the necessity of targeted educational campaigns aimed at younger demographics through digital media and the importance of emphasising green energy's economic and environmental benefits. Also, it recommends leveraging social and emotional value messaging and fostering community engagement to enhance the attractiveness of green energy solutions. Contributing to the discourse on green energy adoption in Australia, this research advocates for inclusive policies that ensure the accessibility and affordability of green energy for a diverse demographic spectrum. It calls for expanded research to further explore the GPV dimensions and include potential consumers in different cultural contexts. It offers a comprehensive framework to support strategies for increasing green energy adoption that are aligned with sustainability objectives.