Consumers and green electricity: profiling potential purchasers

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.