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Symbolism and the Adoption of Fuel-Cell Vehicles

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  • Heffner, Reid R.
  • Kurani, Kenneth S
  • Turrentine, Tom

Abstract

Since car buyers have limited experience with fuel cell vehicles (FCVs), direct study of FCV adoption is not feasible. However, consumer behavior toward other types of electric-drive vehicles may offer clues about how the market for FCVs will develop. Research on owners of hybrid-electric vehicles (HEVs) indicates that consumers buy these vehicles partly because of the vehicles' symbolism. Any vehicle can serve as a symbol; it can represent meanings which relate to the identity of the vehicle’s owner. This qualitative research study examines early buyers of HEVs to understand the symbolic meanings they perceived in their vehicles and the role symbolism played in their HEV purchases. Findings are then prospectively applied to the future market for FCVs. The study includes four specific recommendations to increase the possibility that FCV buyers can access and communicate important symbolic meanings with their vehicles, thus increasing the likelihood of the FCV’s commercial success.

Suggested Citation

  • Heffner, Reid R. & Kurani, Kenneth S & Turrentine, Tom, 2007. "Symbolism and the Adoption of Fuel-Cell Vehicles," Institute of Transportation Studies, Working Paper Series qt5934t20f, Institute of Transportation Studies, UC Davis.
    • Handle: RePEc:cdl:itsdav:qt5934t20f
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    References listed on IDEAS

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    1. Belk, Russell W & Bahn, Kenneth D & Mayer, Robert N, 1982. "Developmental Recognition of Consumption Symbolism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 4-17, June.
    2. Kurani, Kenneth S & Turrentine, Tom, 2004. "Automobile Buyer Decisions about Fuel Economy and Fuel Efficiency," Institute of Transportation Studies, Working Paper Series qt6zq891d1, Institute of Transportation Studies, UC Davis.
    3. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    4. Heffner, Reid R. & Turrentine, Tom & Kurani, Kenneth S, 2006. "A Primer on Automobile Semiotics," Institute of Transportation Studies, Working Paper Series qt3577d04p, Institute of Transportation Studies, UC Davis.
    5. Heffner, Reid R. & Turrentine, Tom & Kurani, Ken, 2006. "A Primer on Automobile Semiotics," Institute of Transportation Studies, Working Paper Series qt3sk436j6, Institute of Transportation Studies, UC Davis.
    6. Kurani, Ken & Turrentine, Thomas, 2004. "Automobile Buyer Decisions about Fuel Economy and Fuel Efficiency," Institute of Transportation Studies, Working Paper Series qt5hh5k3j3, Institute of Transportation Studies, UC Davis.
    7. Kurani, Kenneth S. & Turrentine, Thomas S. & Heffner, Reid R. & Congleton, Christopher, 2003. "Prospecting the Future for Hydrogen Fuel Cell Vehicle Markets," University of California Transportation Center, Working Papers qt9cg7z5mj, University of California Transportation Center.
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    Cited by:

    1. Han, Liu & Wang, Shanyong & Zhao, Dingtao & Li, Jun, 2017. "The intention to adopt electric vehicles: Driven by functional and non-functional values," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 185-197.
    2. Secinaro, Silvana & Calandra, Davide & Lanzalonga, Federico & Ferraris, Alberto, 2022. "Electric vehicles’ consumer behaviours: Mapping the field and providing a research agenda," Journal of Business Research, Elsevier, vol. 150(C), pages 399-416.
    3. Yetano Roche, María & Mourato, Susana & Fischedick, Manfred & Pietzner, Katja & Viebahn, Peter, 2010. "Public attitudes towards and demand for hydrogen and fuel cell vehicles: A review of the evidence and methodological implications," Energy Policy, Elsevier, vol. 38(10), pages 5301-5310, October.
    4. Stella Karagianni & Maria Pempetzoglou & Anastasios Saraidaris, 2019. "Government Expenditures and Economic Growth: a Nonlinear Causality Investigation for the UK," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 2, May - Aug.
    5. Ozaki, Ritsuko & Sevastyanova, Katerina, 2011. "Going hybrid: An analysis of consumer purchase motivations," Energy Policy, Elsevier, vol. 39(5), pages 2217-2227, May.

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    UCD-ITS-RP-07-15; Engineering;

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