Fuel Efficient Vehicles: The Role of Social Marketing

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Author(s): Lisa Watson (University of Regina, Canada)and Anne M. Lavack (Thompson Rivers University, Canada)
Copyright: 2017
Pages: 23
Source title: Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-2139-6.ch003

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Consumers have been slow to switch to more fuel efficient vehicles, in spite of the threat of a future global shortage of fossil fuels. To understand consumer reluctance to adopt hybrid automotive technology, this chapter begins by reviewing consumer decision-making with regard to consumer automotive purchases. We examine the market for fuel efficient vehicles (FEVs) and alternate fuel vehicles (AFVs), including a discussion of consumer willingness to trade personal comfort in order to buy more fuel efficient vehicles, and consumer price sensitivity with regard to purchasing higher-priced alternative fuel vehicles including hybrid-electric vehicles. We discuss the tenuous link between environmental attitudes and behavior, and outline the role of social marketing in creating behavior change relating to automotive purchase decisions.

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