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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. 2005, “A Review of Intervention Studies Aimed at Household Energy Conservation”, Journal of Environmental Psychology, 25(3), 273–291.
Australian Greenhouse Office [AGO]. 2002, “Money Isn’t All You’re Saving - Australia’s Standby Power Strategy 2002 – 2012: Final Report 2002”, Australia, National Appliance and Equipment Energy Efficiency Committee.
Department of Environment and Conservation [DEC], 2006, “Toward Environmental Sustainability: Report No. 1320–6311”, Sydney, NSW: Australian Federal Government.
Department of Environment and Conservation [DEC], 2007, “Who Cares About the Environment in 2006? A Survey of NSW People’s Environmental Knowledge, Attitudes and Behaviours: Report No. 97-1-74122-374-3”, Sydney, NSW: Australian Federal Government.
Finger, M. 1994, “From Knowledge to Action? Exploring the Relationships Between Environmental Experiences, Learning, and Behavior”. Journal of Social Issues, 50(3), 141–160.
Gardner, G. T., & Stern, P. C. 1996. “Environmental Problems and Human Behavior”, Boston: Allyn & Bacon.
Geller, E. S. 1981. “Evaluating Energy Conservation Programs: Is Verbal Report Enough?” Journal of Consumer Research, 8, 331–335.
Jackson, T. 2005, “Motivating Sustainable Consumption - A Review of Evidence on Consumer Behaviour and Behavioural Change”, Centre for Environmental Strategy, University of Surrey.
Moser, S. C., & Dilling, L. 2004. Making Climate Hot. Environment, 46(10), 32.
Parnell, R., Larsen, O. P. 2005. “Informing the Development of Domestic Energy Efficiency Initiatives: An Everyday Householder-Cantered Framework”. Environment and Behavior, 37(787), 789–807.
Plotnikoff, R. C., Wright, M. F., Karunamuni, N. 2004. “Knowledge, Attitudes and Behaviours Related to Climate Change in Albert, Canada: Implications for Public Health Policy and Practice”. International Journal of Environmental Health Research, 14(3), 223–229.
Roberts, J., & Bacon, D. 1997. “Exploring the Subtle Relationships Between Environmental Concern and Ecologically Conscious Consumer Behavior.” Journal of Business Research, 40, 79–89.
Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Kanuk, L. (Eds.). 2005. Consumer Behaviour (3rd ed): Pearson Prentice Hall.
Scherbaum, C.A., Popovich, P.A., Finlinson, S. 2008, “Exploring Individual-Level Factors Related to Employee Energy-Conservation Behaviors at Work”, Journal of Applied Social Psychology, 2008, 38, 3, pp. 818–835.
Shipworth, M. 2002. Australian Householders’ Attitudes to Greenhouse Issues — A Literature Review. NSW: Australian Greenhouse Office.
Staats, H., Van Leeuwen, E., Wit, A. 2000 “A Longitudinal Study of Informational Interventions to Save Energy in an Office Building.” Journal of Applied Behavior Analysis, Spring; 33(1): 101–104.
Stern, N. (2006). Stern Review on the Economics of Climate Change: Government Report No. 0-521-7000-9. Britain: HM Treasury.
Stern, P. C. 2000. “Towards a Coherent Theory of Environmentally Significant Behavior.” Journal of Social Issues, 56(3), 407–424.
Stern, P., Dietz, T., Abel, T., Guagnano, G., & Kalof, L. 1999, “A Value-Belief- Norm Theory of Support for Social Movements: The case of environmentalism”. Human Ecology Review, 6, 81–97.
Winett, R.A. 1978, “Prompting Turning-Out Lights in Unoccupied Rooms”, Journal of Environmental Systems, 1, 237–241.
Winett, R.A., Kagel, J.H., Battalio, R.C., Winkler, R.C. 1978, “The Effects of Monetary Rebates, Feedback, and Information on Residential Electricity Conservation”, Journal of Applied Psychology, 63: 73–80.
Winett, R.A., Leckliter, I.N., Chinn, D.E., Stahl, B., and Love, S.Q. 1985, “Effects of Television Modeling on Residential Energy Conservation”, Journal of Applied Behavior Analysis, Spring; 18(1): 33–44.
Wood, G., Newborough, M. 2007, “Influencing User Behaviour with Energy Information Display Systems for Intelligent Homes”, International Journal of Energy Research 31(1), p 56–78.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Gray, D.M., Bean, B. (2015). Can Social Marketing Initiatives Increase Household Electricity Conservation?. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_100
Download citation
DOI: https://doi.org/10.1007/978-3-319-18687-0_100
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
eBook Packages: Business and EconomicsBusiness and Management (R0)