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

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.