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.ududud
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机译：当然，政策制定者和营销人员面临的最重要的公共部门问题之一是零排放车辆（ZEV）的营销。在市场上，需要公共政策，有时需要产品，不确定的技术和未知的市场需求继续在该领域提出了巨大的公共部门营销问题。本研究利用扩散理论，通过对环境活跃消费者对旨在促进零排放汽车购买的各种公共政策激励，促销和认可的反应的深入和非常全面的调查，以及这些消费者的知识和知识，扩展了先前的清洁燃料汽车研究。在以前没有研究过的特异性水平上对ZEV构型的偏爱。结果表明，尽管采取了公共部门激励措施的组合确实会影响偏好份额，但即使是具有环境积极性的消费者也愿意为更清洁的环境做出权衡，存在巨大的公共政策问题。给出了公共政策和市场营销活动的含义和方向。 ud ud ud
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