Using social marketing to encourage the purchase of fuel-efficient vehicles

With a looming future shortage of fossil fuels, how can consumers be convinced to purchase more fuel-efficient vehicles? To begin to address this basic question, it is necessary to examine consumer attitudes toward the environment, consumer decision-making models, consumer willingness to trade luxury or personal comfort in order to buy smaller and more Fuel-Efficient Vehicles (FEVs), and price sensitivity with regard to purchasing hybrid vehicles or other Alternate Fuel Vehicles (AFVs). By understanding the consumer dynamics behind the purchase of FEVs and AFVs, an effective strategy for social marketing can be developed.