Development of green power in Australia: More households go green;;;"Entwicklung" grüner "Strom in Australien mehr Haushalte go green;; 29;Datamonitor;74811;10 Consumer Trends for Financial Services Providers in 2010 and Beyond;DMFS2466;;10

As an increasing number of retailers launch green tariffs and green energy is more prominently offered, Australian consumers are signing up to green power at a rapid rate. The country now has amongst the highest penetration of residential customers buying accredited green energy in the world, and the share of households taking a green product is expected to reach double figures by 2009.
Report Highlights

Residential green power customers doubled in the 12 months to June 2007 to pass half a million by June 2007. The number is expected to reach one million by mid-2009, with 11.5% of households expected to be purchasing accredited green power. Take-up is being driven by desire to help the environment and a limited price differential with existing tariffs, with green power just one of an increasingly wide range of environmental measures being adopted by households. Resistance to green tariffs is primarily due to additional cost and lack of understanding, though consumer awareness campaigns and new regulations helped significantly to improve knowledge of green power during 2007.
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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
ANALYSIS 2
Australia has one of the highest rates of take-up of green tariffs worldwide 2
Residential green power customers doubled in the 12 months to the end of June 2007 to pass half a million 2
Over 10% of residential customers in Victoria had signed up to green power by 30 June 2007 3
Take-up of green energy in Australia is higher that many other deregulated energy markets 4
While consumers are increasingly taking up green power, most are choosing options with the smallest share of accredited green power 5
Origin Energy has dominated the green power market, but the market is becoming increasingly fragmented 7
Prices vary significantly within the different accredited bands 10
Take-up is being driven by desire to help the environment and limited price differential with existing tariff 12
Resistance to green tariffs is primarily due to additional cost and lack of understanding 14
The more options, the more confusing for customers 14
A quarter of respondents have not got round to it 14
Carbon offsetting is not expected to take the place of green energy 15
Green power is just one of an increasingly wide range of environmental measures being adopted by households 16
CONCLUSIONS AND FORECASTS 19
Awareness and education key to ongoinAustralia remains a goog growth 19
Australia forecast to have over one million green power customers by mid-2009 19
APPENDIX 23
Green energy products offered in Australia 23
ActewAGL 23
AGL 23
Alinta 23
Australian CO2 Exchange (ACX) 23
Aurora Energy 23
Australian Power & Gas 24
Click Energy 24
Climate Friendly 24
Country Energy 24
COzero 24
EnergyAustralia 24
Energy Pacific/Pacific Hydro 25
Ergon Energy 25
GreenSwitch 25
Integral Energy 25
Jackgreen 25
Origin Energy 26
Qenergy 26
Simply Energy 26
Synergy 27
TRUenergy 27
Victoria Electricity 27
Definitions 28
Sources 28
Further reading 28
Ask the analyst 29
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Table 1: The share of green energy within green customers' consumption has declined over time with the increasing popularity of 10% accredited tariffs 6
Table 2: Number of accredited green power customers by retailer, 30 June 2006 - 30 June 2007 10
Table 3: Variations exist in the price of accredited power in Australia within each share band 11
Table 4: Block prices for buying units of green power vary widely 12
Table 5: For those buying green energy, what encouraged you to do so? (Tick all that apply) 13
Table 6: For those yet to purchase green energy, what are the main barriers to you doing so (Tick all that apply) 15
Table 7: For those yet to purchase green energy, what are the main barriers to you doing so (Tick all that apply) 16
Table 9: Which of the following environmental initiatives have you pursued? And intend to pursue over the coming 12 months (tick all that apply) 17
Table 9: Forecast number and penetration of green customers, 2007-2009 22

Figure 1: Victoria leads the way in residential green power customers, though customers in NSW rose rapidly in H1 2007 2
Figure 2: NSW share of green energy customers grew from 17% to 28% in 12 months to June 2007 3
Figure 3: Over 10% of residential customers in Victoria were being supplied accredited green power as at 30 June 2007 4
Figure 4: The share of green energy within green customers' consumption has declined over time with the increasing popularity of 10% accredited tariffs 6
Figure 5: Green power tariffs offered by State and territory, 30 June 2007 7
Figure 6: Share of residential accredited green power customers by retailer, 30 June 2006 - 30 June 2007 9
Figure 7: By mid-2009, Australia is predicted to have almost one million residential customers on accredited green power schemes 20
Figure 8: Victoria to maintain highest share of customers on accredited green tariffs through to 2009 21
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