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Do eco-communication strategies provide a road to sustainability? Evidence from the passenger vehicle market

Do eco-communication strategies provide a road to sustainability? Evidence from the passenger vehicle market. Mario F. Teisl, Jonathan Rubin and Caroline L. Noblet Project funded by U.S. EPA Science to Achieve Results (STAR) program; Grant number 83098801 . Presentation outline.

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Do eco-communication strategies provide a road to sustainability? Evidence from the passenger vehicle market

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  1. Do eco-communication strategies provide a road to sustainability? Evidence from the passenger vehicle market Mario F. Teisl, Jonathan Rubin andCaroline L. Noblet Project funded by U.S. EPA Science to Achieve Results (STAR) program; Grant number 83098801

  2. Presentation outline • Motivate & describe project • Motivate & describe paper objectives • Results • Future directions

  3. Why worry about vehicle exhaust? • Air pollution is common and vehicle exhaust is a major culprit

  4. Health effects of exhaust • Irritates the eyes • Reduces lung function • Damages lungs • Aggravates respiratory problems • (e.g., asthma, emphysema bronchitis) • Potentially causes cancer • Reduces flow of O2 in bloodstream • Decreased lifespan

  5. Visibility: 320 km 48 km Eco-effects of exhaust Acid rain Haze

  6. Why use information approaches? • Current C&C policies relatively ineffective • e.g., shift from cars to light duty trucks • Research can design more effective programs • Several states planning or implementing eco-labeling

  7. Project objective • Design and test an eco-marketing & labeling strategy for vehicles

  8. Project description • Baseline (test) data collected • Survey and market-based • Eco-marketing & labeling designed/used • Split ‘sample’ design (treatment-control) • Retest data collected

  9. Marketing components • Labels • Brochures • Website • Newspaper • Radio ads

  10. How we measure effects • Study of vehicle dealers • Campaign website activity • Consumer mail survey

  11. Study of vehicle dealers • Visit 134 car/truck dealers from 24.6 to 22.7, 2005. • 89 visited for a 66 % visitation rate. • Recorded whether dealer displayed: • eco-labels on qualifying vehicles • eco-brochure • Recorded salesperson awareness: • about relevant websites • about the Campaign in general

  12. Analysis • Document level of dealer participation • descriptive statistics: help determine the relative importance of dealer-based eco-labeling versus eco-marketing • Analyze factors influencing dealer participation and staff knowledge KNOW = α + LBL + BROC + TRT

  13. Campaign website activity • The website (www.levforme.com) consisted of a several content areas

  14. Distribution of newspaper eco-messages

  15. Analysis • Use descriptive statistics to analyze the following: • number of unique visitors • number of hits • length of visit • pages visited

  16. Consumer mail survey • Sample • 1.4 million vehicle registrations in Maine • Samples of 1,148 (2004) and 1,163 (2005) • Survey Administration • Three-round Dillman • 60 and 64% response rates • SECs representative

  17. Consumer mail survey • Instrument design • Sections I and II: perception variables • Section III: current vehicle type and use • Section IV: search/use of eco-information • Sections V: label test experiment • Sections VI: vehicle choice experiment • Section VII: SECs.

  18. Analysis DEP = α + YEAR + MKT + ΣSEC + ΣREC • Exposure to the Campaign (SEE) • Behavioral measure (SEARCH) • Perceptual measures • LIKE, DLR, IMP • CONC, AQUAL • LSTYLE, 2HARD, LAWS, MOST, WTP, TRST • ALLS, LPERF, and COST

  19. Results

  20. Participation by vehicle dealers • 11 % displayed eco-stickers • 11 % had eco-brochure available • 4 % had both

  21. Sales personnel knowledge • 2% and 4% of salespeople knew about campaign or DEP websites • 25 % had some Campaign awareness • 15 % knew about CA emission standards

  22. What explains sales person awareness?

  23. 5000 350 4500 300 4000 250 3500 3000 200 Hits Visitors Hits 2500 Unique Visitors 150 2000 1500 100 1000 50 500 0 0 July Nov. April Feb. Feb. June Dec. May Aug. Oct. Sept. March Jan. 06 Jan. 05 Campaign website activity

  24. Length of website visit

  25. Website areas visited

  26. Perceptions and experience with eco-information

  27. General eco-perceptions

  28. Perceptions of vehicles

  29. Did it work? Somewhat • Increase in recognition • Changes in psychological precursors • FIO and PCE increase • TRST in government increases • No change in CONC; decline in perceived air quality • No change in ALLS perception

  30. Next steps: project • Survey (consumer segmentation) • Measure change in Market behavior • Market changes >> emission changes >> health impacts • Explain dealer behavior • Spatial analysis of information dissemination • Dealers • Spread of hybrids (word of mouth)

  31. Questions?

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