01835555

Component

https://annualmeeting.myt...nlineProgram/Details/17423

The objective of this study is to develop better framing techniques of presenting greenhouse gas emissions information. New framing techniques were developed based on psychological theories of goal framing theory and moral foundations and applied to the current Natural Resources Canada (NRCan) vehicle labels for gasoline, plug-in hybrid, and electric vehicles. To improve on previous, this study introduces two new hedonic framings (new emoticons, tree scale), one injunctive norm framing (thumbs up/down), one visual framing (pressure gauge), and two moral foundation framings (patriotic goal and dirty air scale). The NRCan and best performing framing from previous research were retained for reference. The effectiveness of different framing techniques was tested by discrete choice experiments and their influence strength was represented by the willingness to pay for emissions. The survey region is extended to six provinces of Canada, and 2700 completed samples with driver's licenses were collected. Two subsamples were tested as well: current car owners, those who plan to buy or lease a vehicle in the near future. Of the frames tested, the new emoticon resulted in the greatest increases in willingness to pay.  Those who intend to buy were not as strongly influenced by the framings. The upper three stages of climate change concerns have a positive willingness to pay irrespective of the framings. The results improve upon previous research and will help policy and decision-makers provide more effective communication of greenhouse gas information to better inform consumers.

This paper was sponsored by TRB committee AMS10 Standing Committee on Air Quality and Greenhouse Gas Mitigation.

TRBAM-22-02384

English

24p

2022

Transportation Research Board 101st Annual Meeting

Digital/other

Figures; References; Tables

Attitudes; Consumer behavior; Costs; Electric vehicles; Gasoline engines; Greenhouse gases; Information dissemination; Motor vehicles; Plug-in hybrid vehicles

Natural Resources Canada

Canada

Economics; Energy; Environment; Highways; Vehicles and Equipment

Transportation Research Board Annual Meeting 2022 Paper #TRBAM-22-02384

TRIS, TRB, ATRI

Feb 4 2022 4:25PM

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