Going hybrid: An analysis of consumer purchase motivations
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
- Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
- Labay, Duncan G & Kinnear, Thomas C, 1981. " Exploring the Consumer Decision Process in the Adoption of Solar Energy Systems," Journal of Consumer Research, University of Chicago Press, vol. 8(3), pages 271-78, December.
- Weber, Christoph & Perrels, Adriaan, 2000. "Modelling lifestyle effects on energy demand and related emissions," Energy Policy, Elsevier, vol. 28(8), pages 549-566, July.
- Peters, Anja & Mueller, Michel G. & de Haan, Peter & Scholz, Roland W., 2008. "Feebates promoting energy-efficient cars: Design options to address more consumers and possible counteracting effects," Energy Policy, Elsevier, vol. 36(4), pages 1355-1365, April.
- Dagsvik, John K. & Wennemo, Tom & Wetterwald, Dag G. & Aaberge, Rolf, 2002.
"Potential demand for alternative fuel vehicles,"
Transportation Research Part B: Methodological,
Elsevier, vol. 36(4), pages 361-384, May.
- Turrentine, Thomas S. & Kurani, Kenneth S., 2007. "Car buyers and fuel economy?," Energy Policy, Elsevier, vol. 35(2), pages 1213-1223, February.
- Kahn, Matthew E., 2007. "Do greens drive Hummers or hybrids? Environmental ideology as a determinant of consumer choice," Journal of Environmental Economics and Management, Elsevier, vol. 54(2), pages 129-145, September.
- Gallagher, Kelly Sims & Muehlegger, Erich, 2011.
"Giving green to get green? Incentives and consumer adoption of hybrid vehicle technology,"
Journal of Environmental Economics and Management,
Elsevier, vol. 61(1), pages 1-15, January.
- Gallagher, Kelly Sims & Muehlegger, Erich, 2008. "Giving Green to Get Green: Incentives and Consumer Adoption of Hybrid Vehicle Technology," Working Paper Series rwp08-009, Harvard University, John F. Kennedy School of Government.
- Ahn, Jiwoon & Jeong, Gicheol & Kim, Yeonbae, 2008. "A forecast of household ownership and use of alternative fuel vehicles: A multiple discrete-continuous choice approach," Energy Economics, Elsevier, vol. 30(5), pages 2091-2104, September.
- Faiers, Adam & Cook, Matt & Neame, Charles, 2007. "Towards a contemporary approach for understanding consumer behaviour in the context of domestic energy use," Energy Policy, Elsevier, vol. 35(8), pages 4381-4390, August.
- 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.
- Turrentine, Tom & Kurani, Kenneth S, 2007. "Car buyers and fuel economy?," Institute of Transportation Studies, Working Paper Series qt56x845v4, Institute of Transportation Studies, UC Davis.
- de Haan, Peter & Mueller, Michel G. & Peters, Anja, 2006. "Does the hybrid Toyota Prius lead to rebound effects? Analysis of size and number of cars previously owned by Swiss Prius buyers," Ecological Economics, Elsevier, vol. 58(3), pages 592-605, June.
- Ostlund, Lyman E, 1974. " Perceived Innovation Attributes as Predictors of Innovativeness," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 23-29, Se.
- Kahn Matthew E & Vaughn Ryan K., 2009. "Green Market Geography: The Spatial Clustering of Hybrid Vehicles and LEED Registered Buildings," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 9(2), pages 1-24, March.
- Turrentine, Tom & Kurani, Kenneth & Heffner, Rusty, 2007. "Fuel Economy: What Drives Consumer Choice?," University of California Transportation Center, Working Papers qt5hp7m01p, University of California Transportation Center.
- Heffner, Reid R. & Kurani, Kenneth S & Turrentine, Tom, 2008. "Symbolism in Californiaâ€™s Early Market for Hybrid Electric Vehicles," Institute of Transportation Studies, Working Paper Series qt9zt4g01t, Institute of Transportation Studies, UC Davis.
- Horne, Matt & Jaccard, Mark & Tiedemann, Ken, 2005. "Improving behavioral realism in hybrid energy-economy models using discrete choice studies of personal transportation decisions," Energy Economics, Elsevier, vol. 27(1), pages 59-77, January.
When requesting a correction, please mention this item's handle: RePEc:eee:enepol:v:39:y:2011:i:5:p:2217-2227. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.