Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications

Article


Mills, Michael. 2008. "Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications." Journal of Nonprofit and Public Sector Marketing. 19 (1), pp. 1-33. https://doi.org/10.1300/J054v19n01_01
Article Title

Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications

ERA Journal ID35910
Article CategoryArticle
Authors
AuthorMills, Michael
Journal TitleJournal of Nonprofit and Public Sector Marketing
Journal Citation19 (1), pp. 1-33
Number of Pages33
Year2008
Place of PublicationBinghamton, NY, USA
ISSN1049-5142
1540-6997
Digital Object Identifier (DOI)https://doi.org/10.1300/J054v19n01_01
Abstract

Certainly one of the most important public sector issues facing policy makers and marketers is that dealing with the marketing of zero-emission vehicles (ZEVs). A public policy- desirable and sometime mandated product, uncertain technology, and unknown demand in the market place continue to pose enormous public sector marketing questions in this area. The present study utilises diffusion theory to extend previous clean fuel vehicle research through an in-depth and very comprehensive investigation of environmentally active consumers' response to various public policy incentives, promotions and endorsements aimed at facilitating ZEV purchases, along with these consumers’ knowledge and preference for ZEV configurations at a level of specificity not previously studied. Results show that enormous public policy problems exist in terms of the trade-offs that even environmentally active consumers are willing to make for a cleaner environment, though the provision of combinations of public sector incentives does influence share of preference. Implications and directions for public policy and for marketing action are given.

Keywordsconsumer preference, zero-emission, diffusion
ANZSRC Field of Research 2020350606. Marketing research methodology
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Byline AffiliationsSchool of Management and Marketing
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