AMTP Proceedings 2020
Are Eco-Friendly Cars More Favorable? An exploratory study of attitude toward eco-friendliness among multiethnic consumers in the U.S.
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 influences their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes toward eco-friendly products differ across ethnicities; Asian Americans were found to have the most positive attitude towards eco-friendly cars, followed by Hispanics. Finally, it was found that eco-friendly consumers tend to also think that fuel mileage productivity, car design, and high technology are important cars’ features.
