The success of demand management initiatives in influencing household electricity consumption has been variable. The lack of focus on the consumer may be an underlying cause. Despite evidence of differentiation in preferences for demand management programs across households, there have been few attempts to segment households. The purpose of this research was therefore to segment the market to facilitate better targeting of demand management programs. The paper reports on a survey of 1074 households. Using three new behaviourally based constructs for segmentation, the analysis revealed that segments differed in program preferences, energy use and the number of past investment and curtailment behaviours engaged in. The analysis also revealed that respondents from lower and higher socio-demographic levels had low and high efficiency behaviours and corresponding energy use. The variance in preferences across segments indicated the potential benefits of a more targeted approach for encouraging participation in demand management programs.
|Number of pages||34|
|Journal||Australasian Journal of Regional Studies|
|Publication status||Published - 2013|