Document Type


Publication details

Mydock, SJ 2014, 'On green marketing : consumer behaviour in response to marketing renewable energy usage', DBA thesis, Southern Cross University, Lismore, NSW.

Copyright SJ Mydock 2014


This thesis explores how marketing products as being made with renewable energy influences consumer behaviour and it provides explanations for the observed phenomenon. The research utilises quantitative data collection and regression analysis of responses to online surveys. The results reveal partial support for the main effect and future temporal orientation is shown to moderate all outcome variables. Firms that make use of this research will be better equipped to satisfy the existing demand for goods made with renewable energy.