Informing and influencing car buyers to support market growth for low carbon cars

Panel: 4. Transport and mobility: How to deliver energy efficiency

This is a peer-reviewed paper.

Author:
Neil Wallis, LowCVP & ETCC Associates, United Kingdom

Abstract

This paper reviews how consumer information and advertising practices are being used to influence car buyer attitudes and analyses buyers’ responses in terms of the adoption of low carbon and fuel efficient models. The paper will use both qualitative and quantitative research to better understand car buyer attitudes and motivations and how these can be most effectively focused to accelerate the low carbon shift in the car sector.

The paper will draw upon the Low Carbon Vehicle Partnership’s original work and include the outcomes of dealer and consumer attitude surveys to vehicle energy efficiency labelling (operated in most UK dealers and over 2000 used car showrooms). It will also include recent work to understand the most effective form(s) for the display of information. The paper will also make use of the LowCVP’s work on car advertising practices and trends in environmental communications. It will also highlight recent UK progress to provide more consistent information to consumers through the adoption of best practice marketing principles (an initiative recently launched by the LowCVP in collaboration with the UK motor and advertising industries).