购买汽车的绿灯:消费者决策如何与新车购买过程中的环境属性相互作用
K Sydny Fujita1, Hung-Chia Yang1, Margaret Taylor2
1Lawrence Berkeley National Laboratory, 1 Cyclotron Rd MS 90R4000, Berkeley, CA 94720.
概括
新车买家经常说,环境影响比安全性或性能更重要. 然而,实际的购买决策表明,环境偏好与燃油经济和选择混合动力或电动汽车一致.
科学领域:
- 消费者行为研究研究
- 运输研究 运输研究
- 环境心理学环境心理学
背景情况:
- 在购买新车时,消费者优先考虑的往往是价格和安全,而不是环境问题.
- 声明的购买标准到车辆购买决策的实际转化是不清楚的.
- 了解消费者如何权衡环境属性对于促进可持续运输至关重要.
研究的目的:
- 调查新车购买标准排名在美国消费者的分布.
- 分析这些排名在人口群体和各种车型购买者之间有何差异.
- 确定环境态度对汽车购买决策的影响及其与实际选择的协调.
主要方法:
- 从2014年至2016年,每年从大约25万名美国新车购买者的大规模调查数据的分析.
- 检查声明的购物标准排名与考虑和购买的车辆属性.
- 根据人口统计,车辆燃料类型和环境态度对买家的细分.
主要成果:
- 环境影响通常被安全和性能的偏好所超越.
- 在不同的家庭收入水平和车辆燃料类型中,标准排名中出现了不同的模式.
- 消费者表示对环境的关注更有可能考虑和购买具有更高燃油效率的汽车,包括电动和混合动力车型.
结论:
- 虽然声明的偏好可能会将环境属性排名较低,但实际的购买行为表明环境价值和选择节能和替代燃料汽车之间的联系.
- 人口和态度因素显著影响环境标准在新车购买中的权重.
- 进一步的研究可以探索策略,以更好地调整消费者声明的价值观与可持续的车辆选择.
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