The transition to a sustainable, net zero society relies on dramatic shifts in consumer behaviour. This research on consumer attitudes provides valuable data for policymakers.
The problem
Transition to a sustainable, net-zero society means that cars with internal combustion engines (ICE) must be phased out. But how do consumers make sense of the changes to their habits, routines and lifestyles? How does this sense-making shape their buying decisions in the present, with consequences for what society will look like in the future?
The research
Professor Daiane Scaraboto and her co-authors collected qualitative data about consumer practices from in-depth interviews, social media, news media, specialised forums, and archival and government documentation on zero-emission vehicles initiatives in Australia. Analysis of the data showed consumers adopt one of four ‘future-making’ orientations distinguished by attitudes such as scepticism and anxiety about the availability of technology and infrastructure, difficulties in using electric vehicles, or concerns about whether they are really the answer to sustainability.
The impact
This research is valuable to policymakers wanting to design policies that account for the way consumers can resist sustainability interventions that change their habits, routines and even lifestyle. The insights have the potential to inform zero-emissions policies at a critical point in a transition to a sustainable society.
Department: Marketing
Area: Policy, politics and law
Researcher
Sustainable Development Goals
We align our research activity with the United Nations' Sustainable Development Goals (SDGs).