Consumer adoption of alternative fuel vehicles: a cluster analytic approach on proenvironmental technology choices and curtailment behaviors
2009 (English)In: In Proceedings of the 14th Academy of Marketing Science (AMS) Biennial World Marketing Congress, July 21-25, Oslo, Norway, 2009Conference paper (Refereed)
One of the most pressing sustainability issues currently concerns personal car use. From an environmental consumer psychology viewpoint, a substantial knowledge base has developed concerning curtailment behaviors focusing on, for example, the reduction of personal transport. However, little has been done from a marketing perspective using that knowledge to understand proenvironmental technology choices and purchase behaviors. In this paper we use a cluster analytic approach to group consumers on replacement intentions for alternative fuel vehicles (AFVs) and willingness to reduce negative impact of transportation (curtailment). We use data from a sample of 4,000 adopters and non-adopters of AFVs in Sweden (European market leader of AFVs), when developing profiles of uninformed, shallow green and deeper green consumers. After confirming the results using discriminant analysis, we profile the groups on attitudinal factors, proenvironmental behaviors and adoption of AFVs. Finally we draw conclusions and present theoretical and marketing implications of our results.
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IdentifiersURN: urn:nbn:se:umu:diva-94357OAI: oai:DiVA.org:umu-94357DiVA: diva2:753463
14th Academy of Marketing Science (AMS) Biennial World Marketing Congress, July 21-25, Oslo, Norway