The Role of Social Marketing in Fuel Efficient Vehicles


Diwakar Shukla
Director Jagran School of Journalism and Communication, Jagran Lakecity University, Bhopal, India.


The threat of a future global shortage of fossil fuels, customers have been reluctant to turn to more fuel-efficient vehicles. To understand the reluctance of consumers to adopt hybrid automotive technology, this chapter begins by reviewing consumer decision-making on consumer purchases of automotive. Consumer attitudes towards the environment, consumer decision-making patterns, consumer willingness to trade in luxury or personal comfort to buy smaller and more fuel-efficient vehicles (FEVs) and price sensitivity to buy hybrid vehicles or other alternative fuel vehicles (AFVs) should be investigated. They analyse the fuel-efficient vehicles (FEVs) and alternative fuel vehicles (AFVs) market, including a discussion of consumer willingness to trade in personal comfort to purchase more fuel-efficient vehicles, and consumer price reluctance to buy higher-priced alternative fuel vehicles like hybrid electric vehicles. Successful strategy for social marketing can be developed by understanding the customer behind purchasing FEVs and AFVs. They address the tenuous link between environmental attitudes and behavior, and describe the role that social marketing plays in generating behavioral change in automotive buying decisions.