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Jana Plananska
Former Member
Last Name
Plananska
First name
Jana
Phone
+41 71 224 2718
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1 - 8 of 8
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PublicationType: journal articleVolume: 2018 Conference Proceedings
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PublicationTouchpoints for electric mobility: Investigating the purchase process for promoting sales of electric vehicles in SwitzerlandElectric 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 articleJournal: Energy Research & Social ScienceVolume: 69Issue: 101745
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PublicationFrom Communication to Action - How to communicate to motivate people to act pro-environmentally?( 2018-10-08)Climate change is a reality. Despite increasing materialization of this phenomenon and calls for immediate action to limit its underlying causes, only a limited uptake of pro-environmental behavior has been registered so far. One of its main reasons has been concluded to be the faulty pro-environmental communication, that is in most cases built ineffectively on erroneous assumptions about the nature of human behavior. The goal of the here presented research was thus to find out, what aspects communication strategy should be built on to motivate pro-environmental behavior, individual as well as collective. Considering the need to specialize communication strategies for higher impact and their potential swing voter role in Switzerland, a female target group was selected. To answer the research question, an experiment was conducted, exposing the participants to three variations of a communication strategy, preceded and followed by an online questionnaire. The results showed that shorter and, namely, peer effects-based strategies are the most effective to motivate pro-environmental action in general and among women in particular. The conclusions of this experiment thus importantly contribute to the on-going discussion on how to effectively communicate to motivate pro-environmental action, with insightful findings for both practice and further research.Type: conference poster
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PublicationPolarised and motivated? The credibility and familiarity of social norms to increase EV customer acceptance in Switzerland( 2020-12-08)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
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PublicationType: conference speechJournal: Proceedings of TRA2020, the 8th Transport Research Arena
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PublicationTouchpoints for electric vehicles: Vehicle purchase process understanding to promote EV purchases in Switzerland( 2019-11-20)Electric vehicles (EV) are critical to fulfil global climate goals. Despite their societal and technological benefits, only 2.2% of cars sold worldwide in 2018 were electric. To understand the reasons for limited EV purchases and propose measures how to more effectively promote them, the vehicle purchase process has to be analyzed. For this purpose, a mixed methods research combining a narrative literature review and an online survey of 553 Swiss car drivers was conducted. The results firstly generate a novel, conceptual framework of the vehicle purchase process. It consists of five stages both prior and after the purchase that are underlined by differentiated decision-making strategies. Secondly, the key influences in the process are identified, namely, car dealers and a plurality of information sources.Based on these findings, touchpoints at relevant stages of the vehicle purchase process to more effectively promote EV sales in Switzerland are recommended to policy makers.Type: conference speech
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PublicationTailoring Climate Change Communication to Female Target Groups - An Experimental Analysis of Voting and Consumer Behaviour in Switzerland( 2018-09-06)Climate change is a reality. Despite increasing materialization of this phenomenon and calls for immediate action to limit its underlying causes, only a limited uptake of pro-environmental behavior has been registered so far. One of its main reasons has been concluded to be the faulty pro-environmental communication, that is in most cases built ineffectively on erroneous assumptions about the nature of human behavior. The goal of the here presented research was thus to find out, what aspects communication strategy should be built on to motivate pro-environmental behavior, individual as well as collective. Considering the need to specialize communication strategies for higher impact and their potential swing voter role in Switzerland, a female target group was selected. To answer the research question, an experiment was conducted, exposing the participants to three variations of a communication strategy, preceded and followed by an online questionnaire. The results showed that shorter and, namely, peer effects-based strategies are the most effective to motivate pro-environmental action in general and among women in particular. The conclusions of this experiment thus importantly contribute to the on-going discussion on how to effectively communicate to motivate pro-environmental action, with insightful findings for both practice and further research.Type: conference speech
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