Purpose of the study: Designing a social marketing intervention for Australian young adult low-income earners requires an understanding of the key motivations. As part of the Reduce Your Juice social marketing project within the Low-Income Earner Energy Efficiency Program (LIEEP), this study investigates the key factors that influence energy behaviours amongst Australian young adult low-income earners. We also investigate the effect of gender. Method: An online survey of 753 low-income renters was conducted using validated measures. The data were analysed using structural equation modelling. Findings: The two factors that had the highest influence on intentions for energy saving behaviours were the ‘mind’ factor of self-efficacy and ‘money’ factor of price concern. There were gender differences in the effect of bill control and price concern on intentions for different energy efficiency behaviours. Practical implications: This study provides guidance on the key factors to emphasise when designing an energy efficiency program for Australian young adult low-income earners. Social implications: This study provides evidence for different motivations amongst Australian young adult low-income earners for energy efficiency programs and that a ‘onesize-fits-all’ approach may not be effective. Originality/Value: While there is high interest in the public sector for motivating Australian young adult low-income earners to change their energy behaviours little is known about the key factors that motivate intentions to engage in these behaviours.
Journal of Social Marketing / Vol. Article in press