Author: Craig Morton

Consumer Reaction to and Acceptance of the Introduction of new Low Emission Technologies into the Passenger Vehicle Market

Research Introduction
This research study aims to develop a deeper understand of consumerism towards low emission vehicle technologies and make inferences about likely future development of this emerging market. Accelerating the diffusion of these new technologies is viewed as an important societal objective. With this in mind this research study has the following objectives:
Develop a picture of the current demand side of the UK automotive market related to these technologies
Predict likely future diffusion on these innovations
Provide insight into how the diffusion of these technologies can be accelerated

Early Majority
Represent the first half of the largest category of adopters. Will generally tend to be a follower rather than a leader in innovation. Will be less willing to take onboard risk. Signifies the transition from niche to mainstream market for the innovation.
Expected to have a greater preference towards full hybrid vehicles.

Late Majority
Represent the second half of the largest category of adopters. Will generally tend to be imitators as opposed to leaders in innovation. Will be more sceptical and are more likely to adopt an innovation as the result of perceived peer pressure and changing social norms.
Expected to have a greater preference towards mild/micro hybrid electric vehicles.

Impact
This research is being conducted in an area that not only proves academically stimulating but is also important for the achievement of key societal objectives. The transition to a low carbon future will be smoother if there is a balance between achieving the technological advancement required and understanding how consumers will react to these new technologies.
Indeed the failure of previous transitions of this nature can be partially attributed to a lack of consumer understanding. To ensure this does not turn into another false dawn a detailed appraisal of consumerism in this emerging market will be fundamental for success.

Innovators
Represent the first 2.5% of adopters. Generally cope well with abstract ideas and uncertainty. Will be highly venturesome not needing a social safety net. Can be viewed as gatekeepers.
Expected to have a greater preference towards pure electric vehicles.
Expected to have a greater preference towards conventional vehicles.

Laggards
Represents the last category of adopters. Will generally have a smaller, isolated and more homogenous social network. More likely to have traditional views being resistant to change and new ideas. May have difficulty understanding how the innovation works and relates to their lives.
Expected to have a greater preference towards conventional vehicles.

26th June 2011

Early Adopters
Represents between 2.5% and 13.5% of adopters. Tend to be highly integrated into the local social system as well as being cosmopolitan. They act as Opinion Leaders to for their social networks and will often hold a position of respect.
Expected to have a greater preference towards plug-in hybrid electric vehicles.

Methodology
This research study will utilise a 2 stage methodology comprising of:
A initial quantitative survey split over two case study areas using market segmentation, diffusion analysis and product forecasting to determine what type of consumer will be attracted to what type of vehicle technology.
A follow up qualitative interview using subjects selected from stage 1 that displayed interesting responses to develop a deeper understanding of consumer opinions and knowledge.

2050

Contact Details
Craig Morton
craig.morton@abdn.ac.uk
01224 274138

Theory
Roger’s Diffusion of Innovations
Contingent Valuation/Stated Preference
Market Segmentation
Product Forecasting