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This year the AD VENTURE brief tackles the issue of personal transport and its environmental consequences.
Europeans say they intend to buy environmentally-friendly products but…
When questioned about their willingness to buy environmentally-friendly products, 75% of EU citizens said they were ready to buy environmentally friendly products even if they were more expensive but only 17% actually did so in the month before the survey1.
Current factors in vehicle purchase decisions
The foremost factors influencing consumer decisions are currently: car reliability, safety features, comfort and cost/price. Size, engine power and manufacturers’ image are also quite important.
Why don’t EU consumers consider environmental performance as a key factor in car selection & purchase?
Many Europeans:
- aren’t sufficiently informed
- are in denial over environmental issues
- believe that “green marketing” often rhymes with luxury
- fear that the performance of the car would be affected
1Study on the effectiveness of Directive 1999/94/EC relating to the availability of consumer information on fuel economy and CO2 emissions in respect of the marketing of new passenger cars.
Commissioned by the European Commission, Directorate-General for Environment
final_report.pdf
