Energy Consumption Analysis: Australia and Western Australia Report

This report provides a comprehensive analysis of energy consumption patterns in Australia, with a specific focus on Western Australia. It examines the primary means of energy consumption in workplaces, detailing the appliances and their energy usage, including air conditioners and refrigerators, and the environmental impact of these appliances. The report identifies key organizations promoting energy efficiency in Australia, such as AIRAH and the Energy Efficiency Council, and discusses various soft tools like regulatory, social, financial, and marketing strategies employed to reduce energy consumption. It further explores opportunities to decrease energy consumption, including device replacement, timer switches, off-peak power usage, and solar power adoption, with a cost-benefit analysis of solar panels. The report concludes by highlighting the benefits of installing solar panels in Western Australia, emphasizing the importance of sustainable environmental marketing.

Running head: SUSTAINABLE ENVIRONMENTAL MARKETING
Sustainable Environmental Marketing
Name of the University
Name of the Student
Author note

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Executive Summary
The main purpose of the report is to elaborate on the energy consumption of behavior in
Australia in general and Western Australia in particular. The report analyzes various
organizations and companies in the state that are involved in saving energy. In addition, the
report identifies the ways and methods through which energy consumption can be reduced.
Government and non-government initiatives for energy efficiency have also been discussed.
Western Australia is known for its abundance of natural resources and its utilization. Recent
trends although have shown that the prices as well as consumption of electricity has risen in the
past few year, but the installation of solar panels have largely assisted in limiting the rise in
prices. The report concludes with the benefits of installing solar panels in Western Australia.

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Table of Contents
Introduction......................................................................................................................................3
Means of energy consumption in workplaces.................................................................................4
Answer 1 c: Sources of energy and environmental impact.............................................................5
Answer 1 d: Organizations that promote energy efficiency............................................................6
Answer 1 e: Soft tools for reducing energy consumption...............................................................7
Answer 1 f: Opportunities to decrease energy consumption...........................................................8
Answer 1 g: Cost Benefit Analysis................................................................................................10
Answer 1 g: The best option..........................................................................................................15
Conclusion.....................................................................................................................................16
References:....................................................................................................................................17

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Introduction
Energy consumption and production in Australia has seen visible fluctuations over the
past few decades. With adoption of new technologies, increase in the awareness of energy use,
and structural transformations in the economy, change in the type and way of using energy has
been seen.
The given report discusses the energy consumption, production and reduction in Australia
and Western Australia in particular. The organizations that are involved in the promotion of
energy efficiency are also discussed in the report. The rise in the consumption of energy in
Australia has seen a steady incline over the last one year.
Many governmental and non-governmental organizations in Australia are concerned with
the energy saving particularly in workplaces where the rate of consumption is the highest.
Means of energy consumption in workplaces
Answer 1 a: Offices are the place where energy consumption is the highest as there is a
constant need of electrical appliances for the functioning of the office works. Electrical energy is
at its peak consumption in workplaces. The means by which energy is used can be listed as:
 Fans, Air conditioners and coolers
 Laptop, personal computers and cell phones
 Refrigerators
 Coffee machines and microwave oven
 Light bulbs

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Answer 1 b: In Australia, the appliances that consume the highest percentage of electrical
energy are air conditioners, coolers and refrigerators. This has been shown in a table below.
Appliances Energy Use
(in a day)
Efficiency Alternatives Frequency of
usage (in a
day)
Cost
Air Conditioners 48 kWh to 96
kWh*
Size in kW = 3.2
EER = 4.90
COP = 4.92
Dehumidifier 6 to 7 hours $ 1649
Refrigerators 0.9 kWh to 1
kWh
4 stars, that is
10 year running
cost is $886
No other
alternative
6 to 7 hours $ 849
*The consumption of energy by air conditioners goes up to the highest point between 1.5
kWh to 2.5 kWh over a thirty-minute period (McKerracher and Torriti 2013).
Answer 1 c: Sources of energy and environmental impact
The sources of energy for both air conditioner and refrigerator are electricity. According
to the reports published by the Australian government, the electricity generation rose up to 2 per
cent to 257 terawatt hours that is 927 petajoules during the year 2015-2016. These stats also
meant that the demand for electricity in the National Electricity Market (NEM) also increased.
The cost of electricity is expected to go up in the coming years as well. the government sources
indicate that a hike of seven per cent is likely to be seen in Western Australia during the 2017 to
2019 period (Perth.wa.gov.au, 2017).

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Environmental impact- Both air conditioners and refrigerators emit harmful gases into the
environment. The impact can be calculated through the emission factor provided by the
authorized bodies. Emission factor is the amount of greenhouse gas released by a particular fuel
or appliance and it is measured in CO2-e (De Boer et al. 2012).
The annual emissions from electricity recorded at the end of March 2017 in West
Australia stood at 188.0 Mt CO2-e. In comparison to the previous year, there has been a decline
of 1.9% in carbon emissions, which were 191.7 the previous year. Emissions recorded from
electricity generation tops the list with 34% emissions in the current year. The emission rate has
seen a gradual decline over the past few years (Sorrell, 2017).
Answer 1 d: Organizations that promote energy efficiency
Apart from the government and government controlled organizations in Australia, there
are several others that work tirelessly to promote energy efficiency in the country
(Business.gov.au, 2017). Some of the organizations may be listed below:
Australian Institute of Refrigeration, Air Conditioning and Heating (AIRAH) - This
government recognized organization was founded in the year 1920 and works for the betterment
of environment through deploying the best of practices within the industry. AIRAH has achieved
immense success in bettering society’s health and meeting environmental demands.
Energy Efficiency Council (EEC) - Formed in 2009, the Energy Efficiency Council
acquired the status of being Australia’s leading body for energy competency. A not-for-profit
organization aims to increase efficiency in the use of energy and compel the value of products
and services that are energy efficient.

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Environment Business Australia (EBA) – Also, a nonprofit organization that spreads
awareness about the resolution of environmental challenges by taking collectively political and
business leaders with scientists, innovators and investors to craft plans for the future. Its focus is
on resourceful and neat technologies, ideas and systems that present economic profits without
harming the environment.
Other similar organizations that work for the safety and protection of the environment
and for the promotion of energy efficiency include Alternative Technology Association (ATA),
Australian Conservation Foundation (ACF), Smart Grid Australia and many more.
Answer 1 e: Soft tools for reducing energy consumption
Regulatory- The Australian government has worked and still working endlessly to secure
a sustainable environment for its citizens. The government has taken a number of programs and
initiatives for the same (Department of the Environment and Energy, 2017). The Energy
Exchange is one such program undertaken by the government. It provides energy management
instructions and suggestions for all types of Australian companies. The West Australian
government developed an initiative named ‘Towards and Energy Resilient City’ that contains
action plans to make positive changes for the environment.
Social – Energy consumption is largely influenced by social behavior. Whether in houses
or workplaces, impact of comments from the people around like neighbors, colleagues or group-
feedback of energy consumption has been visible. Australian government’s Department of
Industry initiated a number of programs for several cities of West Australia like the City of
Stirling, Vincent, Kwinana and Fremantle. Modifications and improvements were mounted at
five amenities inside the city of Vincent that included HVAC upgrades connected to geothermal

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scheme and real time energy supervision amongst other programs (Abs.gov.au, 2017). These
schemes not only improved the cities’ structure but also ensured sustainable energy
consumption.
Financial – The Department of Industry, Innovation and Science of the Australian
Government has carried out a number of programs for energy efficiency in Western Australia. A
research was conducted at the Geraldton region of Western Australia followed by marketing and
promotional actions for spreading awareness about energy efficiency. Further workshops and
online meetings were also created that preceded a learning parcel and energy saving catalog for
agricultural enterprises in Western Australia was also generated in the year 2012. Around 440
thousand dollars were invested in this project (Industry.gov.au, 2017).
A 659 thousand dollars project was also sanctioned for Cloverdale, Western Australia
that encompassed providing training, mentoring, website material and other opportunities to
more than a thousand fashion and commerce SMEs. The Energy Efficiency Information Grants
program was quite successful as it managed to generate awareness amongst the citizens and also
influence energy consumption decisions of people.
Marketing- The Energy Efficiency Council (EEC) of Australia has developed a plan to
promote energy efficiency through prioritization and market development in all parts of the
country including Western Australia (Anda and Temmen 2014). The electricity market for
Western Australia is different from other states and this provides it the autonomy to develop
rules and regulations meant for the benefit of the state in terms of energy generation,
consumption and reduction.

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The government provides various offers and schemes to the consumers for reduction in
the use of energy. To cite an example, the consumers who are able to save energy during peak
hours are given incentives. This allows the consumers to not only earn benefits but also evade
the need to manufacture extra supply infrastructure (Researchgate.net, 2017).
Answer 1 f: Opportunities to decrease energy consumption
A number of ways are there through which consumption of energy can be reduced
(Laslett et al. 2017). These include:
Replacement of devices – Replacing old devices that do not have star rating contribute
greatly towards reducing the consumption of energy. Most devices nowadays provide four to five
star ratings that imply more saving of energy.
Timer switches – Installing timer switches help save electricity largely. However, these
switches can be complex and might come down heavily on the budget. Timer switches are
designed in such a way that they do not need manual switching on and off which in turn saves
energy. These are clock-based switches that manage when an appliance is switched on or off.
Manual switching off - With the introduction of timer switches, many people are opting
out of manual switches as these consume more energy. Nonetheless, manual switching off can
also save energy if used in an efficient and careful manner. One should know how much energy
an appliance consumes when switched on for a particular time.
Programmed switches – These are similar to timer switches and a good option to save
electricity and hence energy. Numerous companies are coming up with latest technologies that
not only saves energy but also benefits economically.

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Off-peak power usage – This means discounted or lower prices of electricity during
particular times. To put it simply, use of less electricity by commercial or residential buildings
refers to off-peak power usage. Using electricity during peak hours puts a lot of pressure on
Australia’s electricity market. That is the reason why the Australian Government charges less
money for energy used during off-peak times. This encourages people to save more energy and it
releases financial burden (Esmaeilimoakher et al. 2016).
Solar power – Switching to solar power is one of the best ways to save energy. The
Western Australian Government and the energy distributing companies like Synergy and
Horizon are looking for ways to reduce the consumption of energy through increase in usage of
solar energy. Installing solar panels across Western Australia is estimated to save 1400 to 2200
dollars on bills every year (Beath 2012).
Green Energy – The Australian Government started an initiative to give renewable
energy certificates (RECs) to its citizens who opt for green energy. This energy does not come to
the consumer’s home directly; rather, it is given to the electricity grid where it merges with non-
renewable energy sources before supplied to residences. The more investment is made on RECs,
the more it results in reduced carbon footprint and energy consumption.
Other than the above-mentioned ways, certain basic methods can be applied in offices or
at home to save energy like upgrading refrigeration equipments in commercial buildings,
insulating the roofs by painting or covering them. This reduces the use of air conditioners and
thus saves energy.

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Answer 1 g: Cost Benefit Analysis
Out of the six aforementioned ways of saving energy, cost benefit analysis has been done
on solar power and timer switches.
Table 1.1 Cost Benefit Analysis of Solar Panels
Tangible Benefits of the project
Category In $US
Government Investment £ 12,000.00
Investment from public £ 4,700.00
Money saved per kWh a year £ 6,000.00
Other cost £ -
Total Tangible Benefits £ 22,700.00
Tangible One-Time Costs associated with the project
Category In $US
Installation of Solar Panels (3kWh) £ 2,000.00
Expenses on solar plates 250.00
Cost of mounts £ 100.00
Costs to improve roof conditions £ 100.00
Installer demands £ 500.00
Solar panel quality £ 200.00
Other costs £ 1,000.00
Total Tangible One-Time Costs £ 4,150.00
Tangible Recurring Costs associated with the project
Category In $US
Maintaining solar panels £ 1,000.00
Other Cost £ 500.00
£ 2,000.00
Total Tangible Recurring Costs £ 3,500.00

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Table 1.2 Break-even Analysis
Costs of Existing System Year 1 Year 2 Year 3 Year 4 Year 5
Total cost of the project
£
50,000.00
£
55,000.00
£
65,000.00
£
80,000.00
£
95,000.00
Government expenses
£
10,000.00
£
12,000.00
£
17,000.00
£
20,000.00
£
25,000.00
Cost of generation
£
15,000.00
£
20,000.00
£
26,000.00
£
32,000.00
£
40,000.00
Grid maintenance cost
£
15,000.00
£
18,000.00
£
22,000.00
£
24,000.00
£
30,000.00
Total Cost of Existing System
£
90,000.00
£105,000.0
0
£130,000.0
0
£156,000.0
0
£190,000.0
0
Costs of Proposed System Year 1 Year 2 Year 3 Year 4 Year 5
Total cost of the project
£
15,000.00 £ - £ - £ -
£
1,000.00
Government investment
£
10,000.00 £ - £ - £ - £ -
Cost of installation
£
5,200.00 £ - £ - £ - £ -
Panel maintenance cost
£
1,000.00
£
200.00
£
150.00 £ -
Total Cost of Proposed
System
£
31,200.00 £ -
£
200.00
£
150.00
£
1,000.00
1 2 3 4 5
£-
£20,000.00
£40,000.00
£60,000.00
£80,000.00
£100,000.00
£120,000.00
£140,000.00
£160,000.00
£180,000.00
£200,000.00
Break Even Analysis
Total Cost of
Existing
System
Total Cost of
Proposed
System
Year
$ US