From willingness to action: Do push-pull-mooring factors matter for shifting to green transportation?

Motivating individuals to choose green transportation is becoming increasingly important. Based on push-pull-mooring framework, this study aims to explore how push, pull and mooring factors foster individual’s willingness to shift to green transportation. This study also analyzes the role of information provision in narrowing the gap between shifting willingness and behavior. The findings revealed that push factors, including perceived environmental threats and perceived inconvenience, drive individual’s mode-shift away from private cars, whereas the pull factors, including green transport policies and campaigns, and green transport system attract individual’s mode-shift to green transportation. Moreover, the mooring factor, namely inertia, not only negatively affects individual’s shifting willingness but also negatively moderates the effects of push and pull factors on individual’s shifting willingness. In addition, shifting willingness positively affects the shifting behavior and the information provision positively moderates the relationship among them. Such findings are vital to achieve the realization of China’s low-carbon goals.     

A volatile relationship: The effect of changing gasoline prices on public support for mass transit

The determinants of public opinion toward public transit is a little-researched topic, though a better understanding of what makes consumers willing to support transit may reveal which attributes of transit consumers value most. One determinant of people’s willingness to support investments in mass transit may be the price of fuel for transit’s principal competition, the private automobile. In this paper, I examine the relationship between the cost of gasoline and stated willingness to invest public money in mass transit improvements. I hypothesize that fuel price volatility—in addition to price itself—is a determinant of support for more mass transit funding, controlling for other factors. As the price of gasoline becomes more uncertain, the public should, all else equal, support investment in mass transportation, a form of transportation that may provide some measure of protection from the price of fuel. Results suggest a strong effect of price volatility on consumers’ willingness to support transit expenditures.     

Linking Chinese cultural values and the adoption of electric vehicles: The mediating role of ethical evaluation

Electric vehicles (EVs) have been regarded as one of the most prominent green technologies, touted to help reduce global energy consumption and carbon emissions. China advocates the development of EVs to address the increasing challenges of climate change, urban air pollution and energy security, but consumers’ enthusiasm for adopting EVs remains low. In this paper, we present a concept model that hypothesizes Chinese cultural values as a key to understanding Chinese consumers’ intention to adopt EVs. Based on a nationwide online survey in China, this study explores Chinese consumers’ attitudes toward two types of EVs—battery electric vehicles and plug-in hybrid electric vehicles—by identifying the influence of the human–nature relationship, long-term orientation, face consciousness, and risk attitude, as well as the mediating effect of deontological ethical evaluation in decision-making. The results suggest that public policy and social marketing efforts should pay more attention to the role of cultural values when promoting environmentally sustainable technologies, and importantly, that the promotion efforts should differ for different cultural elements and products with different levels of innovativeness.     

Organizational adoption behavior of CO2-saving power train technologies: An empirical study on the German heavy-duty vehicles market

This study analyzes the preference structure of buyer groups that influences their willingness to select CO₂-saving power train technologies for medium-duty and heavy-duty vehicles (HDV). Based on the Technology–Organization–Environment framework for organizational adoption decision making and organizational buying criteria a theoretical construct was developed. Variables were validated in exploratory preliminary research and subsequently tested based on factor analysis using 27 survey items in a quantitative web-based study among 177 organizations operating HDV in Germany. Knowledge, experience, use and purchase consideration concerning alternative power train technologies and further measures to reduce fuel consumption were additionally queried. Based on a multiple linear regression analysis, key findings show that at the current stage of market maturity environmental attitude and corporate social responsibility exert the strongest significant influence on willingness to select CO₂-saving power train technologies. A hierarchical cluster analysis revealed six customer groups in order to yield behavioral market segmentation. Hereby it is shown that the performed transportation tasks do not determine the preference structures. Early adopting organizations are larger than average and driven by non-economic aspects as image or corporate social responsibility, whereas the mass market awaits lower purchasing prices. Crossing this chasm will be a major challenge for policymaker and manufacturers.     

Airline ambidextrous competition under an emissions trading scheme – A reference-dependent behavioral perspective

This study presents a reference-dependent Hotelling model for analyzing airline competition in pricing and green transportation investment, as well as the resulting financial performance under the European Union emission trading scheme. One feature of the proposed methodology is that it embeds psychological benefits/costs of consumers to characterize consumer attitudes to the increases in airline fare adjustments and improvements in green transportation. This study then investigates the equilibrium solutions for airfare adjustment and green transportation investment margins in different scenarios. The analytical results reveal specific operational conditions under which a cost-efficient airline can gain supreme competitive advantage by increasing both airfare and green transportation investment margins beyond the increases made by competitors under the emission trading scheme, whereas certain specific conditions may favor a cost leadership strategy. Conversely, a cost-inefficient airline can compete with a cost-efficient airline in both market share and profitability using the green transportation investment-differentiation strategy, particularly when consumers perceive the airfare difference as equaling the increased psychological benefit induced by the airline’s green effort.     

Consumer valuation of changes in driving range: A meta-analysis

We perform a meta-analysis of studies investigating consumer preferences for electric and other alternative fuel vehicles (AFVs) to provide insights into the way driving range is traded off for capital costs. We find that consumers are willing to pay, on average, between 66 and 75 US$ for a 1-mile increase in driving range. Ceteris paribus, 100-mile-range cars have to be priced about 60% less than their conventional counterparts to become competitive. In line with intuition, but in contrast to most specifications employed in primary studies, we find that consumers’ marginal willingness to pay (WTP) decreases at a diminishing rate with increases in driving range. The variation in the WTP and compensating variation estimates among examined studies can be attributed to differences in the levels of driving range considered, in other elements of the study design and in the country of study. Our findings support stated preference literature’s conclusion that short driving range has been a major limitation to the large-scale adoption of battery electric vehicles (BEVs) and other AFVs, and that technological developments permitting longer driving ranges will, to some extent, facilitate their market penetration. We further propose that consumer valuation of driving range should not be examined in isolation from other attributes related to refuelling activities, such as refuelling duration and the coverage of refuelling infrastructure.     

Predicting electronic toll collection service adoption: An integration of the technology acceptance model and the theory of planned behavior

In order to reduce the number of vehicles stuck in congestion, especially for stop-and-go traffic at toll plazas, the establishment of electronic toll collection (ETC) systems has been a hot issue and dominant trend in many countries. Taiwan has joined the crowd, adding an ETC system to its toll roads in early 2006. However, despite the potential benefits for motorists, the utilization rate has been lower than expected during the introductory stage. The objective of this study is to advance our understanding on the critical antecedents of motorists’ intention of ETC service adoption by integrating both technology acceptance model (TAM) and theory of planned behavior (TPB) perspectives. Through empirical data collection and analysis from highway motorists who had not installed on-board units (OBU) for ETC service in Taiwan, we found that system attributes, perceived usefulness and perceived ease of use, indeed, positively engender motorists’ attitudes towards ETC service adoption. Moreover, results also reveal that attitude, subjective norm and perceived behavioral control positively influence the intention of ETC system adoption. Implications for practitioners and researchers, and suggestions for future research are also addressed in this study.     

Consumer attitudes about electric cars: Pricing analysis and policy implications

As electric vehicles (EVs) become more readily available, sales will depend on consumers’ interest and understanding. A survey of consumer attitudes on electric cars was conducted in Manitoba from late 2011 to early 2012. It utilizes two price assessment methods. The van Westendorp price sensitivity method (PSM) shows the acceptable price range for EVs to be $22,000–27,500. This range closely matches average price range for sales of conventional cars during the same period. The willingness-to-pay method reveals consumers are unwilling to pay large premiums for EVs, even when given information on future fuel savings. A consumer group with experience or exposure to EVs is somewhat different. Nearly 25% of these people are willing to pay a premium of up to $10,000. Different interpretations can be drawn from these responses, calling for further research. An apparent policy opportunity involves consumer education to enhance knowledge and facilitate EV purchase decisions. Survey results also support the hypothesis that EV rollout has focused too much on technology, and not enough on consumers.     

Effects of providing total cost of ownership information on consumers’ intent to purchase a hybrid or plug-in electric vehicle

Energy-saving technologies have a difficult time being widely accepted in the marketplace when they have a high initial purchase price and deferred financial benefits. Consumers might not realize that, in the long-run, the financial benefits from reduced energy consumption offset much or all of the initial price premium. One strategy to address consumer misconception of this advantage is to supply information on the “total cost of ownership”, a metric which accounts for the purchase price, the cost of the fuel, and other costs over the ownership period. In this article, we investigate how providing information on five-year fuel cost savings and total cost of ownership affects the stated preferences of consumers to purchase a gasoline, conventional hybrid, plug-in hybrid, or battery electric vehicle. Through an online survey with an embedded experimental design using distinct labels, we find that respondent rankings of vehicles are unaffected by information on five-year fuel cost savings. However, adding information about total cost of ownership increases the probability that small/mid-sized car consumers express a preference to acquire a conventional hybrid, plug-in hybrid, or a battery-electric vehicle. No such effect is found for consumers of small sport utility vehicles. Our results are consistent with other findings in the behavioral economics literature and suggest that further evaluation of the effects of providing consumers with information on the total cost of vehicle ownership is warranted.     

Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system

This article explores the effects of perceived green value, perceived green usefulness, perceived pleasure to use, subjective norms and perceived behavioral control on green loyalty to a public bike system. The mediators between perceived green value and green loyalty and a moderator of general attitude toward protecting the natural environment are also discussed. The aim of this research was to understand how to establish green loyalty via the other dimensions based on the sustainable modified technology acceptance model (modified TAM), the theory of planned behavior (TPB), and a moderator. The findings reveal that perceived pleasure to use and subjective norms have the strongest power to influence loyalty for both users and non-users. The implications of this finding are that fun in people’s lives has a strong influence on sustainable continuous use of public bikes, and that subjective norms are more effective for non-users. In addition, environmental attitude has stronger moderating effects for non-users than for users on perceived green usefulness, perceived pleasure and subjective norms. Therefore, governmental policies should promote the attitude of protecting the natural environment, perceptions of pleasure, and subjective norms so as to increase green loyalty to public bike-sharing.     

Motor fuel choice: An econometric analysis

Concerns about air pollution and energy security have stimulated interest in alternative automotive fuels and in vehicles that can use multiple fuels and combinations of fuels. Consumer behavior in the choice of motor fuel for flexible-fuel vehicles is likely to be a key factor in the creation and stability of markets for new fuels. The sensitivity of fuel choice to fuel prices is investigated here using data on purchases of regular, premium, leaded, and unleaded grades of gasoline. Multinomial logit choice models are estimated for the years 1982, 1983, and 1984. Consumer choices are found to be highly elastic with respect to fuel prices. New fuels will have to be priced within a few cents of existing fuels to capture significant market shares. Consumers also exhibit strong preferences for the fuel type specified by law (unleaded vs. leaded) for their vehicles. Thus, legal restrictions could play an important role in stabilizing alternative fuels markets. The typical consumer is willing to pay 5–10 cents more per gallon for premium grade gasoline. The premium for premium has been increasing as increasing numbers of turbocharged and fuel-injected engines join the fleet, reflecting the fact that consumers are willing to pay more for a fuel if they believe their engines require it.     

Applying the theory of reasoned action to understanding consumers’ intention to adopt hybrid electric vehicles in Saudi Arabia

To satisfy the global energy demand while accommodating the rapidly increasing consumption rate in its domestic market, Saudi Arabia must develop and implement fuel efficiency programs in many sectors. In the transportation sector, which is a major contributor to fuel consumption and emissions, hybrid electric vehicles (HEVs) could provide a viable solution, but they are not yet available in the Saudi market. Applying the theory of reasoned action (TRA) and an online questionnaire instrument (N = 847), this paper aims to identify the factors that could drive Saudi citizens’ intention to adopt such technology. We find that the TRA is appropriate to describe intention to adopt HEVs in the Saudi context, and that both subjective norms and attitudes are significant in explaining Saudi consumers’ intention, with subjective norms having three times as strong an effect as attitudes. The findings should be useful to relevant Saudi government officials as they develop and implement transportation-related initiatives and policies, as well as to global auto manufacturers and dealers seeking to tap into Saudi Arabia’s prospective HEV market.

     

Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption

Alternative fuel vehicles (AFVs) as environmentally friendly alternatives to conventional internal combustion engines have gained increasing attention in general public. While empirical studies have begun to explore product-specific factors that drive consumer adoption of AFVs, an integrative framework of a comprehensive set of AFV adoption factors and its theoretical foundation as well as empirical validation is still missing. By drawing on theory of innovation adoption and theory of reasoned action we show that consumers’ perceptions of AFV attributes lead to a general attitude formation towards AFV. In conjunction with consumers’ subjective and personal norm, this in turn determines AFV adoption behavior. Concerning AFV attributes, compatibility, design, and relative advantage of AFVs exhibit the strongest influence on consumers’ attitude formation toward AFV. We derive implications for future research and policy makers. The latter include suggestions on how to develop and communicate AFV in order to stimulate AFV adoption.     

Consumers’ willingness to pay for alternative fuel vehicles: A comparative discrete choice analysis between the US and Japan

This paper conducts a comparative discrete choice analysis to estimate consumers’ willingness to pay (WTP) for electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs) on the basis of the same stated preference survey carried out in the US and Japan in 2012. We also carry out a comparative analysis across four US states. We find that on average US consumers are more sensitive to fuel cost reductions and alternative fuel station availability than are Japanese consumers. With regard to the comparative analysis across the four US states, consumers’ WTP for a fuel cost reduction in California is considerably greater than in the other three states. We use the estimates obtained in the discrete choice analysis to examine the EV/PHEV market shares under several scenarios. In a base case scenario with relatively realistic attribute levels, conventional gasoline vehicles still dominate both in the US and Japan. However, in an innovation scenario with a significant purchase price reduction, we observe a high penetration of alternative fuel vehicles both in the US and Japan. We illustrate the potential use of a discrete choice analysis for forward-looking policy analysis, with the future opportunity to compare its predictions against actual revealed choices. In this case, increased purchase price subsidies are likely to have a significant impact on the market shares of alternative fuel vehicles.     

Analyzing loss aversion and diminishing sensitivity in a freight transport stated choice experiment

Choice behaviour might be determined by asymmetric preferences whether the consumers are faced with gains or losses. This paper investigates loss aversion and diminishing sensitivity, and analyzes their implications on willingness to pay and willingness to accept measures in a reference pivoted choice experiment in a freight transport framework. The results suggest a significant model fit improvement when preferences are treated as asymmetric, proving both loss aversion and diminishing sensitivity. The implications on willingness to pay and willingness to accept indicators are particular relevant showing a remarkable difference between symmetric and asymmetric model specifications. Not accounting for loss aversion and diminishing sensitivity, when present, produces misleading results and might affect significantly the policy decisions.     

Interface design of eco-driving support systems – Truck drivers’ preferences and behavioural compliance

The aim of the study was to investigate the perceived usefulness of various types of in-vehicle feedback and advice on fuel efficient driving. Twenty-four professional truck drivers participated in a driving simulator study. Two eco-driving support systems were included in the experiment: one that provided continuous information and one that provided intermittent information. After the simulator session, the participants were interviewed about their experiences of the various constituents of the systems. In general, the participants had a positive attitude towards eco-driving support systems and behavioural data indicated that they tended to comply with the advice given. However, different drivers had very different preferences with respect to what type of information they found useful. The majority of the participants preferred simple and clear information. The eco-driving constituents that were rated as most useful were advice on gas pedal pressure, speed guidance, feedback on manoeuvres, fuel consumption information and simple statistics. It is concluded that customisable user interfaces are recommended for eco-driving support systems for trucks.     

A choice experiment on alternative fuel vehicle preferences of private car owners in the Netherlands

This paper presents results of an online stated choice experiment on preferences of Dutch private car owners for alternative fuel vehicles (AFVs) and their characteristics. Results show that negative preferences for alternative fuel vehicles are large, especially for the electric and fuel cell car, mostly as a result of their limited driving range and considerable refueling times. Preference for AFVs increases considerably with improvements on driving range, refueling time and fuel availability. Negative AFV preferences remain, however, also with substantial improvements in AFV characteristics; the remaining willingness to accept is on average € 10,000–€ 20,000 per AFV. Results from a mixed logit model show that consumer preferences for AFVs and AFV characteristics are heterogeneous to a large extent, in particular for the electric car, additional detour time and fuel time for the electric and fuel cell car. An interaction model reveals that annual mileage is by far the most important factor that determines heterogeneity in preferences for the electric and fuel cell car. When annual mileage increases, the preference for electric and fuel cell cars decreases substantially, whilst the willingness to pay for driving range increases substantially. Other variables such as using the car for holidays abroad and the daily commute also appear to be relevant for car choice.     

Consumer valuation of new car attributes: An econometric analysis of the demand for domestic and Japanese/Western European imports

Although previous studies of new vehicle choice decisions have shown that consumers evaluate the attributes of domestic vehicles differently from those of imported vehicles, the assumption underlying these results is overly restrictive. In particular, there is no reason to assume, a priori, that the attributes of all imported vehicles have similar effects upon consumer choice behavior. A competing hypothesis, for example, is that consumers of U.S. and European automobiles have similar attribute valuations that are differentiated from those of Japanese consumers. In the present paper, a multinomial logit model of vehicle type choice is developed which more completely differentiates imports by country of origin. Using a 1985 national sample of new car buyers to estimate the model, willingness to pay measures were calculated and nested hypothesis tests on attribute valuation performed. The results supported the hypothesis that consumers value vehicle attributes differently depending upon its country of origin. Moreover, consumers do not have similar valuations on the attributes of all imports implying that an arbitrary distinction between domestic and imported vehicles may produce misleading results.     

Willingness-to-pay for alternative fuel vehicle characteristics: A stated choice study for Germany

In the light of European energy efficiency and clean air regulations, as well as an ambitious electric mobility goal of the German government, we examine consumer preferences for alternative fuel vehicles (AFVs) based on a Germany-wide discrete choice experiment among 711 potential car buyers. We estimate consumers’ willingness-to-pay and compensating variation (CV) for improvements in vehicle attributes, also taking taste differences in the population into account by applying a latent class model with 6 distinct consumer segments. Our results indicate that about 1/3 of the consumers are oriented towards at least one AFV option, with almost half of them being AFV-affine, showing a high probability of choosing AFVs despite their current shortcomings. Our results suggest that German car buyers’ willingness-to-pay for improvements of the various vehicle attributes varies considerably across consumer groups and that the vehicle features have to meet some minimum requirements for considering AFVs. The CV values show that decision-makers in the administration and industry should focus on the most promising consumer group of ‘AFV aficionados’ and their needs. It also shows that some vehicle attribute improvements could increase the demand for AFVs cost-effectively, and that consumers would accept surcharges for some vehicle attributes at a level which could enable their private provision and economic operation (e.g. fast-charging infrastructure). Improvement of other attributes will need governmental subsidies to compensate for insufficient consumer valuation (e.g. battery capacity).     

Are consumers willing to pay to let cars drive for them? Analyzing response to autonomous vehicles

Autonomous vehicles use sensing and communication technologies to navigate safely and efficiently with little or no input from the driver. These driverless technologies will create an unprecedented revolution in how people move, and policymakers will need appropriate tools to plan for and analyze the large impacts of novel navigation systems. In this paper we derive semiparametric estimates of the willingness to pay for automation. We use data from a nationwide online panel of 1260 individuals who answered a vehicle-purchase discrete choice experiment focused on energy efficiency and autonomous features. Several models were estimated with the choice microdata, including a conditional logit with deterministic consumer heterogeneity, a parametric random parameter logit, and a semiparametric random parameter logit. We draw three key results from our analysis. First, we find that the average household is willing to pay a significant amount for automation: about $3500 for partial automation and $4900 for full automation. Second, we estimate substantial heterogeneity in preferences for automation, where a significant share of the sample is willing to pay above $10,000 for full automation technology while many are not willing to pay any positive amount for the technology. Third, our semiparametric random parameter logit estimates suggest that the demand for automation is split approximately evenly between high, modest and no demand, highlighting the importance of modeling flexible preferences for emerging vehicle technology.