Using Social Marketing to Encourage the Purchase of Fuel-Efficient Vehicles

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Author(s): Lisa Watson (University of Regina, Canada)and Anne M. Lavack (Thompson Rivers University, Canada)
Copyright: 2014
Pages: 25
Source title: Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Source Author(s)/Editor(s): Avinash Kapoor (Management Development Institute (MDI), India)and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
DOI: 10.4018/978-1-4666-4430-4.ch010

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

With a looming future shortage of fossil fuels, how can consumers be convinced to purchase more fuel-efficient vehicles? To begin to address this basic question, it is necessary to examine consumer attitudes toward the environment, consumer decision-making models, consumer willingness to trade luxury or personal comfort in order to buy smaller and more Fuel-Efficient Vehicles (FEVs), and price sensitivity with regard to purchasing hybrid vehicles or other Alternate Fuel Vehicles (AFVs). By understanding the consumer dynamics behind the purchase of FEVs and AFVs, an effective strategy for social marketing can be developed.

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