Factors affecting consumer assessment of eco-labeled vehicles

A statewide sample of Maine registered vehicle owners is used to examine factors that affect their assessments of eco-labeled conventionally fueled passenger vehicles. The study focuses on developing an empirical and theoretical framework with which to model vehicle choice decisions under eco-labeled conditions. Particular attention is paid to 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.