It is a mass market for water and energy reduction appeals
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(Published version)
Date
2009
Authors
Sharp, A.
Hoj, S.
Editors
Tojib, D.
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Conference paper
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Australian and New Zealand Marketing Academy Conference proceedings: sustainable management and marketing, 2009 / Tojib, D. (ed./s), pp.1-7
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Australian and New Zealand Marketing Academy Conference (30 Nov 2009 : Melbourne, Australia)
Abstract
There has been huge growth in public programs aimed at reducing home water and energy usage, but little is known about what responses can be expected, who should be targeted, and how to market the programs. This paper examines these issues in the context of Green Loans,which entails $300 million expenditure to assist Australian householders through an expert assessment of the home and access to low cost finance to make the changes. Approximately half of homeowners would make the changes recommended and a quarter would have their improvement likelihood increased by the financial assistance offer. In the main, the profile of responsive householders is quite general. The implications are that such initiatives should be treated as mass marketing programs.
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Copyright ANZMAC 2009