Effective environmental marketing of green cars: A nested-logit approach |
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Authors: | Shyamani SiriwardenaGary Hunt Mario F Teisl Caroline L Noblet |
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Institution: | School of Economics, University of Maine, USA |
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Abstract: | Using market data, we assess the effectiveness of an eco-marketing campaign on purchases of ‘green’ vehicles. The eco-marketing was designed as a quasi-experiment, having one region exposed to the marketing while the other region was the control. A two-level nested-logit model consistent with utility maximization reveals the campaign had short-term positive effects on green-car sales. Results also indicate green-car buyers come from highly educated communities. Age has a positive but non-linear effect on green car sales. |
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Keywords: | Eco-marketing Green cars Nested logit model Quasi-experimental design Modal shift |
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