The purpose of this paper was to provide an insight on the Australian consumer dynamics on green energy by assessing the role of personal factors affecting the green energy purchase intention (GPI). In doing so, the study has examined the role of green attitude, social influence, and intentions in regard to green energy consumption. It has addressed these concerns in an Australian context, filling a gap in the current literature which mostly consists of overseas countries. The theory of reasoned action (TRA) served as a framework investigating the core determinants of intention and their effect on GPI. This study is a part of a larger study that collected the data of 386 respondents from a postal mail survey in NSW, Australia during October2018.Data were anlysed statistically using SPSS v.25 and Smart PLS 3 software, and the hypotheses were tested using the partial least squares-based structural equation modelling (PLSSEM) technique. The finding of the study confirmed that purchase intention towards green energy is significantly influenced by social influence followed by green attitude in the TRA model. Green energy marketers and policy makers aiming for sustained, positive changes in consumer behaviour are encouraged to consider the findings and implications of this research. Examining the effect of green attitude and social influence on behavioural intention in the TRA model and including the Australian context are among its other contributions.

The empirical finding reported that social influence exerts a stronger influence on the intention to purchase green energy in comparison to the green attitude. In view of this, the marketers should devise a communication strategy invoking ethical values and benchmarking conscientiousness towards environmental protection among people. A variety of communication programs, for instance, media advertisements and sponsorship schemes need to communicate the benefits of green energy consumption can stimulate consumer attitude to adopt green energy. The effective communication system (claiming environmental benefit of green energy) among the society which in turn may strongly influence the individual intention towards green energy due to persuasive influence of social group.

The novel aim of this study was to examine the direct effect of green attitude and social influence on the intention in the TRA model. The results of this empirical study validated the theoretical framework with the topic under investigation on this subject matter in Australian standpoint filling a gap in the current literature which mostly consists of overseas countries. Thus, this paper presents results from a study, undertaken in Australia, with the goal of contributing to the scarce literature about the determinants of sustainable green energy consumption.
However, the current study includes several limitations that offer opportunities for future research. First, the study is limited to the particular geographical area of Australia i.e. NSW. The data were collected from one major metropolitan region using random sampling. Therefore, the results cannot warrant for generalization of the proposed model in the overall Australian context. Second, the present study is restricted to measuring Australian consumers' intention to purchase green energy; provides no assessment of the actual behavior. Examining actual behavior would be needing recollection of data after a certain period of time leaving the scope for further research. In addition future researchers may also confirm the underlying relationship of this model using with some other important cognitive measures such as green brand, retail service quality, green promotion and moral norm, etc. with the measure of intention and behaviour so as to present a better description of green energy consumerism in Australia a large market in the Oceania region.