Applying nudging techniques to promote fuel efficient car purchases
Type
dissertation project
Start Date
01 March 2018
End Date
01 April 2021
Status
ongoing
Keywords
Nudging techniques
Fuel-efficient car purchases
Consumer preferences
Policy recommendations
Description
The project aims at developing effective low-invasive interventions (nudges) to motivate consumers to shift their preferences towards low carbon vehicles by combining theoretical knowledge with insights from practice. The project team will develop improved versions of existing nudges as well as new interventions. Implications for industry and policy will be derived on how to promote purchases of low carbon cars through low-invasive approaches.
Leader contributor(s)
Member contributor(s)
Partner(s)
University of Geneva
Plug'n Roll by Repower
Funder(s)
Topic(s)
Vehicle purchase process
Purchase willingness of fuel-efficient and electric vehicles
Social norms to promote sales of electric vehicles
Bundling techniques
Method(s)
Online survey
Online experiment - between-subject design
Choice-based conjoint (CBC) analysis
Field test
Range
HSG + other universities + partners
Range (De)
HSG + andere Unis + Partner
Division(s)
Eprints ID
247887
Reference Number
SI/501597-01

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  • Publication
    Polarised and motivated? The credibility and familiarity of social norms to increase EV customer acceptance in Switzerland
    ( 2020-12-08)
    Plananska, Jana
    To fulfil global climate goals, the market share of electric vehicles (EVs) has to importantly increase. Social influence has been confirmed to play an important role on EV adoption decisions. However, social norm interventions have not been proven to motivate EV preferences. The goal of this research is to contribute to this literature. Namely, it aims to answer the question if social norms salience can increase EV purchase willingness of Swiss customers. To achieve that, an online experiment was conducted, exposing respondents to four normative messages related to EV adoption. Namely, the interventions combined descriptive dynamic and injunctive messaging, focusing on the growth of EV, decline of ICE sales in Switzerland and the growth of the use of #SUVShame on social media. The results show that overall, social norms have only a limited effect on EV preferences. However, respondents who find the communicated message credible and like #SUVShame express a significantly larger EV purchase willingness than the control group and the respondents who do not believe or do not like the communicated message. Adverse effects have been however also observed. Respondents who do not believe the dynamic descriptive norm on EV sales demonstrate a significantly lower EV purchase willingness than the control group. The research delivers important findings for both academia and practice, contributing to the current scientific discussion and proposing recommendations for policy makers how promote EV adoption in Switzerland.
    Type: conference speech
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/111483
  • Publication
    Touchpoints for electric mobility: Investigating the purchase process for promoting sales of electric vehicles in Switzerland
    (Elsevier, 2020-08-16)
    Plananska, Jana
    Electric vehicles (EV) are critical to fulfilling global climate goals. Despite their environmental and societal benefits, only 2.2% of cars sold worldwide in 2018 were electric. To understand the reasons for the low level of EV purchasing and help define measures for more effectively promoting their sales, the vehicle purchase process should be understood. For this purpose, we studied consumer behavior literature and conducted an online survey of 553 Swiss car owners. This resulted in the generation of a novel conceptual framework of the vehicle purchase process. This consists of five stages that are underlined by differentiated decision-making strategies. Second, the results show that car dealers play a critical role at all stages of the process, but remain a barrier to EV sales. Finally, the importance of a plurality of specific information sources and of the existence of charging options is significantly correlated to EV consideration. Based on these findings, touchpoints for electric mobility at relevant stages of the vehicle purchase process are identified, and policy interventions for more effectively promoting EV sales in Switzerland are suggested.
    Type: journal article
    Journal: Energy Research & Social Science
    Volume: 69
    Issue: 101745
    URL: https://www.sciencedirect.com/science/article/pii/S2214629620303200?casa_token=U660sWhMRTUAAAAA:A49vQHFHg0UtXW1ulPmydbXuDiidgDSvRhEQKmyUmsalQDh-qlO8WuVlgWvDX5N66Yp3iIDkMcc
    DOI: https://doi.org/10.1016/j.erss.2020.101745
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/111874