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

摘要

This paper reviews how consumer information and advertisingpractices are being used to influence car buyer attitudesand analyses buyers’ responses in terms of the adoption of lowcarbon and fuel efficient models. The paper uses both qualitativeand quantitative research to better understand car buyerattitudes and motivations and how these can be most effectivelyfocused to accelerate the low carbon shift in the car sector.The paper draws upon the Low Carbon Vehicle Partnership’soriginal work and includes the outcomes of dealer and consumerattitude surveys to vehicle energy efficiency labelling (operatedin most UK dealers and over 2,000 used car showrooms). Itincludes recent work to understand the most effective form(s)for the display of information. The paper also makes use ofthe LowCVP’s work on car advertising practices and trends inenvironmental communications. It also highlights recent UKprogress to provide more consistent information to consumersthrough the adoption of best practice marketing principles (aninitiative recently launched by the LowCVP in collaborationwith the UK motor and advertising industries).