Consumers and green electricity: profiling potential purchasers
通过调查加拿大某大都市居民，发现生态关注、自由主义、利他主义等态度特征最能识别愿意为绿色电力支付更高溢价的潜在购买者，为管理者和营销者提供建议。
Abstract Globally, consumers are beginning to be able to choose their electricity supplier. Increasing concerns about the environment are prompting some of them to consider ‘green’ electricity—that is, electricity that has been generated by more environmentally sustainable means (for example, solar power or wind power). This article profiles the potential purchaser of green electricity. Drawing upon the literature on green product purchasers more generally, three sets of hypotheses are presented—more specifically, it is proposed that those who would pay increasingly higher premiums for green electricity are more likely to possess particular demographic characteristics, attitudinal characteristics and socialization characteristics. Responses from a survey distributed in a major Canadian metropolitan area are then examined. Attitudinal characteristics—specifically ecological concern, liberalism and altruism—best identify the potential purchasers of green electricity. Suggestions for managers and marketers are made following these findings. Directions for future research are also presented. Copyright © 2003 John Wiley & Sons, Ltd. and ERP Environment.