Journal
ENERGY POLICY
Volume 39, Issue 5, Pages 2217-2227Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.enpol.2010.04.024
Keywords
Hybrid vehicles; Consumer adoption motivations; Toyota Prius
Funding
- Imperial College London
- Engineering and Physical Science Research Council (EPSRC) Innovation Studies Centre
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What makes consumers adopt energy-sustainable innovations? The uptake of such products and technologies is of importance, particularly at a time when climate change, diminishing energy resources and energy security are urgent issues. This paper reports on a case study of consumer adoption of hybrid vehicles, a green innovation that has been in the market since the late 1990s. The study is based on a questionnaire survey, conducted in 2009 in collaboration with Toyota GB, to investigate the dimensions that constitute motivations to purchase the Prius and to examine how policy can encourage hybrid adoption. The survey yielded 1484 responses, 1263 of which were used for the analysis: the results of the exploratory factor analyses provide information on consumer purchase motivations. The financial benefits related to transport policy are an important factor in consumer hybrid purchase motivations, and social norms and consumers' willingness to comply with the norms of their groups influence the purchase decision. We also find that various meanings are attached to hybrid vehicle ownership, and practical, experiential and affective values need to be communicated to consumers in terms of value added. (C) 2010 Elsevier Ltd. All rights reserved.
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