Why Pay? Examining the Impact on Ecologically Sound Electricity

This paper examines the characteristics of perceived behavioral control, environmental concern and subjective norms and its impact on attitudes. Multiple regression analysis was used to test the hypotheses based on survey data. The practical value will allow marketers to design marketing programs based on factors which impact behavioral intentions.


Angela Paladino and Ameet Pandit (2015) ,"Why Pay? Examining the Impact on Ecologically Sound Electricity", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: .


Angela Paladino, University of Melbourne, Australia
Ameet Pandit, University of Newcastle, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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