APPLYING THE ENVIRONMENTAL PROPENSITY FRAMEWORK: A SEGMENTED APPROACH TO HYBRID ELECTRIC VEHICLE MARKETING STRATEGIES

The paper introduces the environmental propensity framework (EPF) and segments people who drive automobiles in the United States based on their environmental values and environmental self-efficacy. Specific information about consumers in each segment is reported, including opinion leadership, willingness to engage in complex thinking, skepticism toward new products and marketing communications, price sensitivity, and technological savviness. Based on the understanding gained of the segments within the segments defined by the EPF, the paper proposes appropriate policy and marketing techniques to motivate consumers within each of the five segments to consider hybrid cars.