Black or green? Exploring the drivers and roadblocks behind renewable electricity consumption

ABSTRACTThis article explores the nature of the green power market (households) in Australia and identifies the motivations behind the household purchase of green electricity. Attribution theory has shed new light on consumer processes and the interpretation of information that informs brand and service development strategies. Our study highlights how organisational image and perception of prices plays a significant role in either assisting or impeding sustainable consumption behaviours. This article uses survey data to improve understanding of Australian household norms and attitudes that drive green electricity purchase behaviours. In doing so, it presents the options that would be available to renewable electricity providers to increase their appeal to the consumer. The study suggests that the government should be clear in disseminating relevant and factual information information to consumers, while organisations should focus on product differentiation, value-added services and customer orientation to...