Abstract
Overview
Introduction
As an increasing number of retailers launch green tariffs and green energy is
more prominently offered, Australian consumers are signing up to green power
at a rapid rate. The country now has amongst the highest penetration of
residential customers buying accredited green energy in the world, and the
share of households taking a green product is expected to reach double figures
by 2009.
Scope
- A May 2007 survey of 2000 Australian households regarding behaviours and
attitudes towards green energy and other environmental initiatives
- A comparison of the 2007 survey results with a similar survey conducted in
2005.
- Breakdown of responses by state, age group, spend and household size
- Analysis of historic take-up of accredited green power by state, share of
customers by supplier and price comparisons across all tariffs
Report Highlights
Residential green power customers doubled in the 12 months to June 2007 to
pass half a million by June 2007. The number is expected to reach one million
by mid-2009, with 11.5% of households expected to be purchasing accredited
green power.
Take-up is being driven by desire to help the environment and a limited price
differential with existing tariffs, with green power just one of an
increasingly wide range of environmental measures being adopted by households.
Resistance to green tariffs is primarily due to additional cost and lack of
understanding, though consumer awareness campaigns and new regulations helped
significantly to improve knowledge of green power during 2007.
Reasons to Purchase
- Identify key sources of information for consumers when switching and the
effectiveness of various offers in encouraging customers to switch
- Understand the reasons behind customers choosing to buy green power, and
what is preventing others
- Evaluate the potential for further take-up of green power by state,
including forecasts through to 2009.
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