Environmentally - Active Consumers’ Preference for Zero-Emission Vehicles: Public Sector and Marketing Implications

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 policydesirable 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.