Abstract
Introduction
This brief assesses the development of the green power market in Australia,
covering the size of the market and take-up of accredited green power by
state, including forecasts to 2010; competitor performance and offerings, and
consumer attitudes and behaviours.
Scope of this report
- A mid-2008 survey of 1,000 Australian households regarding attitudes
towards and take up of green energy in a broader environmental behaviour
context
- Breakdown of responses by state, age group, spend and household size
- Forecast take up of green power in Australia by state to June 2010
Research and analysis highlights
The opportunity to purchase green power at no extra fee has been an growing
factor in driving customers to switch to green power, followed by media
coverage of climate change and information from retailers.
Only 30% of customers would be prepared to pay extra to switch to a green
tariff, and the majority would only be willing to pay a 1-5% premium.
By June 2010, just under 12% of households in Australia are forecast to be on
an accredited green power tariff, up from 9% as at the end of June 2008.
Key reasons to read this report
- Evaluate consumer attitudes and behaviour in relation to green energy and
other environmentally-beneficial activities
- Identify differences between consumers in different states, age grouers,
from the major utilities to the latest new entrants ps and household size bands
- Compare market shares, tariffs and pricing of the green power retail
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