Journal Article

FZJ-2020-05422

http://join2-wiki.gsi.de/foswiki/pub/Main/Artwork/join2_logo100x88.png Why the trend towards gas-guzzlers? A closer look at the complex effects of social norms on German car buyers

Voegele, S. (Corresponding author)FZJ* ; Broska, L. H.FZJ* ; Otte, S. ; Rübbelke, D.

2021
Elsevier Amsterdam [u.a.]

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Please use a persistent id in citations: http://hdl.handle.net/2128/26779  doi:10.1016/j.erss.2020.101840

Abstract: Abstract: The transport sector is one of the major drivers of global climate change, with a large share related to the personal use of cars. Paradoxically, as efforts are undertaken to reduce this share, a trend to buy large, heavy cars with comparatively high fuel consumption is occurring nearly worldwide. In this article, we analyze the possible influence of social norms in car-buying decisions and in particular in the trend towards sport utility vehicles (SUVs). After giving a short introduction into the theoretical foundations underlying this research, we develop a model applying a multi-criteria decision analysis approach. By using data from surveys conducted by VuMA Touchpoints and ARAL, on German car buyers, preferences and characteristics of the different social groups in German society, as well as the ADAC on characteristics of different car types, we quantify the influence of social norms on car-buying decisions. Our results indicate that social norms play a significant role in driving the demand for heavyweight passenger cars across most social groups, while the desire for social esteem leads some groups in particular to purchase SUVs and off-road vehicles. By taking society’s heterogeneity into account, we show that social norms are group-specific and not universal in society, though car choice is always to a certain extent influenced by social norms and ranges from between 24% and 42% in our model calculations. The novel approach taken in this research can be applied beyond the mobility sector to other environmentally significant consumer behaviors.

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Contributing Institute(s):

1. Systemforschung und Technologische Entwicklung (IEK-STE)

Research Program(s):

1. 111 - Energiesystemtransformation (POF4-111) (POF4-111)

Appears in the scientific report 2021

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Database coverage:
; ; ; Clarivate Analytics Master Journal List ; Current Contents - Social and Behavioral Sciences ; Essential Science Indicators ; IF >= 5 ; JCR ; SCOPUS ; Social Sciences Citation Index

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