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Going hybrid: An analysis of consumer purchase motivations

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  • Ozaki, Ritsuko
  • Sevastyanova, Katerina
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    Abstract

    What makes consumers adopt energy-sustainable innovations? The uptake of such products and technologies is of importance, particularly at a time when climate change, diminishing energy resources and energy security are urgent issues. This paper reports on a case study of consumer adoption of hybrid vehicles, a green innovation that has been in the market since the late 1990s. The study is based on a questionnaire survey, conducted in 2009 in collaboration with Toyota GB, to investigate the dimensions that constitute motivations to purchase the Prius and to examine how policy can encourage hybrid adoption. The survey yielded 1484 responses, 1263 of which were used for the analysis; the results of the exploratory factor analyses provide information on consumer purchase motivations. The financial benefits related to transport policy are an important factor in consumer hybrid purchase motivations, and social norms and consumers' willingness to comply with the norms of their groups influence the purchase decision. We also find that various meanings are attached to hybrid vehicle ownership, and practical, experiential and affective values need to be communicated to consumers in terms of value added.

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    Bibliographic Info

    Article provided by Elsevier in its journal Energy Policy.

    Volume (Year): 39 (2011)
    Issue (Month): 5 (May)
    Pages: 2217-2227

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    Handle: RePEc:eee:enepol:v:39:y:2011:i:5:p:2217-2227

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    Web page: http://www.elsevier.com/locate/enpol

    Related research

    Keywords: Hybrid vehicles Consumer adoption motivations Toyota Prius;

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    Cited by:
    1. Bai, Yin & Liu, Yong, 2013. "An exploration of residents’ low-carbon awareness and behavior in Tianjin, China," Energy Policy, Elsevier, vol. 61(C), pages 1261-1270.
    2. Adriaan Perrels & Tarja Tuovinen, 2012. "The Effectiveness of Differentiation of the Finnish Car Purchase Tax according to Carbon Dioxide Emission Performance," Research Reports 168, Government Institute for Economic Research Finland (VATT).
    3. Chorus, Caspar G. & Koetse, Mark J. & Hoen, Anco, 2013. "Consumer preferences for alternative fuel vehicles: Comparing a utility maximization and a regret minimization model," Energy Policy, Elsevier, vol. 61(C), pages 901-908.
    4. McCoy, Daire & Lyons, Sean, 2014. "The diffusion of electric vehicles: An agent-based microsimulation," MPRA Paper 54560, University Library of Munich, Germany.
    5. Zhang, Xian & Wang, Ke & Hao, Yu & Fan, Jing-Li & Wei, Yi-Ming, 2013. "The impact of government policy on preference for NEVs: The evidence from China," Energy Policy, Elsevier, vol. 61(C), pages 382-393.
    6. Gnann, Till & Plötz, Patrick, 2011. "Status Quo und Perspektiven der Elektromobilität in Deutschland," Working Papers "Sustainability and Innovation" S14/2011, Fraunhofer Institute for Systems and Innovation Research (ISI).
    7. Krause, Rachel M. & Carley, Sanya R. & Lane, Bradley W. & Graham, John D., 2013. "Perception and reality: Public knowledge of plug-in electric vehicles in 21 U.S. cities," Energy Policy, Elsevier, vol. 63(C), pages 433-440.
    8. Gadenne, David & Sharma, Bishnu & Kerr, Don & Smith, Tim, 2011. "The influence of consumers' environmental beliefs and attitudes on energy saving behaviours," Energy Policy, Elsevier, vol. 39(12), pages 7684-7694.
    9. Green, Erin H. & Skerlos, Steven J. & Winebrake, James J., 2014. "Increasing electric vehicle policy efficiency and effectiveness by reducing mainstream market bias," Energy Policy, Elsevier, vol. 65(C), pages 562-566.
    10. Hirte, Georg & Tscharaktschiew, Stefan, 2013. "The optimal subsidy on electric vehicles in German metropolitan areas: A spatial general equilibrium analysis," Energy Economics, Elsevier, vol. 40(C), pages 515-528.
    11. Campbell, Amy R. & Ryley, Tim & Thring, Rob, 2012. "Identifying the early adopters of alternative fuel vehicles: A case study of Birmingham, United Kingdom," Transportation Research Part A: Policy and Practice, Elsevier, vol. 46(8), pages 1318-1327.
    12. Krupa, Joseph S. & Rizzo, Donna M. & Eppstein, Margaret J. & Brad Lanute, D. & Gaalema, Diann E. & Lakkaraju, Kiran & Warrender, Christina E., 2014. "Analysis of a consumer survey on plug-in hybrid electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 64(C), pages 14-31.

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