"Green electricity tariffs are one means by which green consumers can contribute to a more sustainable future. This paper profiles potential adopters of green electricity tariffs. Potential adoption is measured in terms of respondents' willingness to pay a premium for green energy in a national survey of the UK population. Hypotheses based principally on the cognitive–behavioural literature on green consumerism and green energy markets are developed. These are tested using a broad range of variables, which are grouped into three categories (demographic, attitudinal and behavioural). Consistent with past research, the empirical analyses find that attitudinal variables best characterize potential adopters. Further, potential adopters are found to have higher income, be better informed with respect to energy matters, show concern for the environment and believe that individual actions can make a difference to environmental decay. The implications of these findings for marketing and environmental policy are explored."

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