Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications
Article
Article Title | Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications |
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ERA Journal ID | 35910 |
Article Category | Article |
Authors | |
Author | Mills, Michael |
Journal Title | Journal of Nonprofit and Public Sector Marketing |
Journal Citation | 19 (1), pp. 1-33 |
Number of Pages | 33 |
Year | 2008 |
Place of Publication | Binghamton, NY, USA |
ISSN | 1049-5142 |
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. |
Keywords | consumer preference, zero-emission, diffusion |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yv23/environmentally-active-consumers-preferences-for-zero-emission-vehicles-public-sector-and-marketing-implications
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