Money or Mind? What matters most in influencing low-income earners to be energy efficient?

R Russell-Bennett; Rory Mulcahy; J Little; T Swinton

doi:10.1108/JSOCM-08-2016-0039

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Money or Mind? What matters most in influencing low-income earners to be energy efficient?

Journal article

Open access

Peer reviewed

Money or Mind? What matters most in influencing low-income earners to be energy efficient?

R Russell-Bennett, Rory Mulcahy, J Little and T Swinton

Journal of Social Marketing, Vol.8(1), pp.2-23

2018

DOI: https://doi.org/10.1108/JSOCM-08-2016-0039

Appears in UniSC Diversity and Inclusion Research Collection

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Abstract

social marketing

Australia

low-income

energy

survey

young adults

UniSC Diversity Area - Life Stages

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.

Details

Title: Money or Mind? What matters most in influencing low-income earners to be energy efficient?
Authors: R Russell-Bennett (Author) - Queensland University of Technology
Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
J Little (Author) - CitySmart
T Swinton (Author) - CitySmart
Publication details: Journal of Social Marketing, Vol.8(1), pp.2-23
Publisher: Emerald Group Publishing Ltd.
Date published: 2018
DOI: 10.1108/JSOCM-08-2016-0039
ISSN: 2042-6763
Copyright note: Copyright © 2018 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450467902621
Output Type: Journal article

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