01025024

Component

Acknowledging and understanding the role that information may play in affecting consumer assessment of eco-marketed products is a key step in improving the effectiveness of eco-labeling policy initiatives. Consumers who hold preferences for environmentally preferred products may be unable to express their preferences for such goods under current eco-information campaigns. The emerging use of eco-labels suggests they may be an effective means of communicating the environmental attributes of a product to consumers, and thus provide an opportunity for consumers to alter their consumption behaviors. This analysis employed a state-wide sample of Maine registered vehicle owners in a survey effort aimed at determining the factors which affect their assessments of eco-labeled traditional-fueled passenger vehicles. The study focuses on developing an appropriate empirical framework with which to model the vehicle choice decision under eco-labeled conditions. We specifically examine how eco-information may affect the two-stage vehicle purchase process. The study builds upon environmental economic and psychology literature in examining the role of personal characteristics such as perceived effectiveness of consumer purchase decisions and perceptions of the eco-labeled products as factors in the vehicle purchase decision. It was found that environmental attributes of an eco-labeled passenger vehicle are significant in the purchase decision. The eco-information is considered in the vehicle purchase decision, but is generally not considered at the class level decision. The analysis provides important information for policy makers in that policy makers should recognize the two-stage nature of the vehicle purchase decision and adjust current eco-labeling programs accordingly.

01020180

06-2062

English

18p

2006

Transportation Research Board 85th Annual Meeting

CD-ROM

Figures (1) ; References (64) ; Tables (1)

Advertising; Automobiles; Environmental protection; Labeling; Light trucks; Marketing; Purchasing; Sport utility vehicles

Maine

Energy; Environment; Freight Transportation; Highways; I15: Environment

Transportation Research Board Annual Meeting 2006 Paper #06-2062

BTRIS, TRIS, TRB

Mar 3 2006 10:52AM