Association of Marketing Theory and Practice Proceedings 2020
 

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Abstract

Between technological developments in the car industry and increasing interest in eco friendly products among consumers, eco-friendly cars are gradually entering consumers' sights. This study examines the factors that influence consumers’ attitudes toward the adoption of eco-friendly cars. This study conducted an online survey with a sample (N = 3,191) collected through a national panel (Dynata). The results demonstrate that consumers’ concern about environmental sustainability and attitude towards environmentally friendly products impact consumers’ attitudes toward eco-friendly cars. It was also found that consumer’s level of collectivism positively influence their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes toward ecofriendly products differs across ethnicities; Asian Americans were found to have the most positive attitude towards eco-friendly cars, followed by Hispanics. Finally, it was found that ecofriendly consumers tend to also think that fuel mileage productivity, car design, and high technology are important cars’ features.

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Marketing Commons

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