The Australian Green Power Market to 2011

Introduction

This brief assesses the development of the green power market in Australia, covering the size of the market and take-up of accredited green power by state, including forecasts to 2011; competitor performance and offerings, and consumer attitudes and behaviours.

Scope

• A survey of 1,000 households in Australia conducted in mid-2009 regarding green energy take-up and attitudes to green energy
• Breakdown of responses by state, age group, spend and household size
• Forecast take up of green power in Australia by state to June 2011

Highlights

1.3 million households are expected to be on a green tariff by the end of June 2009 equivalent to 14.6% of the market.

Queensland is the fastest growing state according to green power take up and has become the second-highest in terms of penetration, leapfrogging NSW.

Of those with a green tariff, younger consumers were least likely to pay a premium, and also found the additional cost by far the highest barrier to signing up, however they were the most likely to sign up to green power for no extra cost.

Reasons to Purchase

• Evaluate consumer attitudes and behaviour in relation to green energy and other environmentally-beneficial activities
• Identify differences between consumers in different states, age groups and household size bands
• Compare market shares, tariffs and pricing of the green power retailers, from the major utilities to the latest new entrants